本文關(guān)鍵詞： 商業(yè)銀行 移動(dòng)金融 浦發(fā)銀行　出處：《安徽大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：移動(dòng)金融是指銀行等金融機(jī)構(gòu)借助智能手機(jī)、iPad等移動(dòng)設(shè)備,采用移動(dòng)通信技術(shù),為顧客提供的各類金融服務(wù)。它突破了傳統(tǒng)金融機(jī)構(gòu)物理網(wǎng)點(diǎn)和營(yíng)業(yè)時(shí)間的束縛,讓人們可以方便、快捷、低廉高效地享受優(yōu)質(zhì)的金融服務(wù)。智能終端的更新?lián)Q代和移動(dòng)網(wǎng)絡(luò)技術(shù)的進(jìn)步讓更多的人能夠享受移動(dòng)金融服務(wù)。從轉(zhuǎn)賬匯款、投資理財(cái)、生活繳費(fèi)到消費(fèi)娛樂,人們也越來越依賴移動(dòng)金融,移動(dòng)金融的用戶群逐漸壯大。同時(shí),在市場(chǎng)需求的推動(dòng)下,移動(dòng)金融也在不斷發(fā)展,功能更加豐富,技術(shù)不斷改進(jìn),服務(wù)持續(xù)提升。移動(dòng)金融是在技術(shù)、創(chuàng)新和需求的推動(dòng)下對(duì)金融市場(chǎng)尤其是銀行業(yè)的一場(chǎng)變革,是我國(guó)金融的未來。在移動(dòng)金融隊(duì)伍中,商業(yè)銀行的角色不容忽視。作為我國(guó)金融市場(chǎng)的重要主體,商業(yè)銀行一直以來都代表著“金融”。而隨著我國(guó)改革的進(jìn)一步深化、利率市場(chǎng)化的逐步推進(jìn)、互聯(lián)網(wǎng)金融的異軍突起,我國(guó)金融市場(chǎng)格局發(fā)生了巨大變化,商業(yè)銀行面臨著內(nèi)部轉(zhuǎn)型升級(jí)和外部挑戰(zhàn)的雙重壓力。發(fā)展移動(dòng)金融是我國(guó)商業(yè)銀行實(shí)現(xiàn)業(yè)務(wù)轉(zhuǎn)型和精細(xì)化經(jīng)營(yíng)的重要契機(jī),也是走信息化道路的關(guān)鍵一步。我國(guó)商業(yè)銀行已經(jīng)推出的移動(dòng)金融服務(wù)有手機(jī)銀行、微信銀行、移動(dòng)支付等,但是尚處于起步階段,存在服務(wù)內(nèi)容不夠豐富,用戶普及度不高等問題。在移動(dòng)支付方面我國(guó)商業(yè)銀行尤其缺乏競(jìng)爭(zhēng)力,阿里的手機(jī)支付寶和騰訊的微信支付等第三方支付機(jī)構(gòu)占據(jù)了主要市場(chǎng),移動(dòng)通信運(yùn)營(yíng)商借助其龐大的用戶群體也占據(jù)了一席之地。因此,發(fā)展好移動(dòng)金融是我國(guó)商業(yè)銀行面臨的重要課題,本文主要探索我國(guó)商業(yè)銀行移動(dòng)金融的發(fā)展策略。首先利用PEST模型從外部環(huán)境分析出移動(dòng)金融市場(chǎng)前景廣闊,是我國(guó)金融行業(yè)的未來。并指出我國(guó)商業(yè)銀行的轉(zhuǎn)型壓力大,發(fā)展移動(dòng)金融是其轉(zhuǎn)型的重要契機(jī)。繼而分析了我國(guó)商業(yè)銀行移動(dòng)金融的發(fā)展現(xiàn)狀和面臨的挑戰(zhàn)。主要存在缺乏準(zhǔn)確客戶定位、產(chǎn)品亟需改進(jìn)和創(chuàng)新、移動(dòng)支付產(chǎn)業(yè)鏈主導(dǎo)權(quán)的爭(zhēng)奪、以及用戶接受度不高等問題。接著分析了浦發(fā)銀行發(fā)展移動(dòng)金融的經(jīng)驗(yàn)。浦發(fā)銀行極具創(chuàng)新意識(shí),確定了“三三五”移動(dòng)金融戰(zhàn)略,走在移動(dòng)金融發(fā)展的前列。首先是浦發(fā)銀行發(fā)展移動(dòng)金融的SWOT分析,接著介紹了浦發(fā)銀行移動(dòng)金融的客戶定位、產(chǎn)品以及營(yíng)銷方式。浦發(fā)銀行在移動(dòng)金融領(lǐng)域一直引領(lǐng)創(chuàng)新,其客戶定位結(jié)合了自身優(yōu)勢(shì),其個(gè)人版手機(jī)銀行功能豐富、用戶體驗(yàn)感好,并在業(yè)內(nèi)率先推出企業(yè)版移動(dòng)金融服務(wù)客戶端和手機(jī)支付業(yè)務(wù)。文章的最后綜合前面章節(jié)的內(nèi)容提出了我國(guó)商業(yè)銀行移動(dòng)金融業(yè)務(wù)的發(fā)展策略,主要是進(jìn)行合理的客戶定位、改進(jìn)和創(chuàng)新移動(dòng)金融產(chǎn)品、加強(qiáng)營(yíng)銷來提升用戶接受度。在客戶定位中強(qiáng)調(diào)了客戶在移動(dòng)金融發(fā)展中的重要性,商業(yè)銀行要根據(jù)客戶的金融需求以及自身情況進(jìn)行合理的客戶定位。接著研究如何研發(fā)移動(dòng)金融產(chǎn)品,結(jié)合新產(chǎn)品的定義,提出要改進(jìn)手機(jī)銀行、進(jìn)軍手機(jī)支付市場(chǎng)、從技術(shù)和監(jiān)管上提高移動(dòng)金融服務(wù)的安全性。其中,在產(chǎn)品創(chuàng)新過程中需要處理好銀行同業(yè)之間,以及同移動(dòng)通信運(yùn)營(yíng)商、第三方支付服務(wù)機(jī)構(gòu)的競(jìng)合關(guān)系。最后討論的是商業(yè)銀行移動(dòng)金融營(yíng)銷,由于移動(dòng)金融是新生事物,客戶的認(rèn)知度和接受度不夠高,需要通過網(wǎng)點(diǎn)宣傳、定點(diǎn)宣傳、特定客戶宣傳、各種媒介宣傳等多種手段加大宣傳力度,充分采用體驗(yàn)式營(yíng)銷手段來培育用戶習(xí)慣。
[Abstract]:Mobile finance refers to the banks and other financial institutions with the intelligent mobile phone, iPad and other mobile devices, the mobile communication technology, to provide customers with all kinds of financial services. It breaks through the traditional financial institutions of physical outlets and Business Hours, so that people can be convenient, fast, inexpensive and efficient to enjoy high-quality financial services. The intelligent terminal updates generation and mobile network technology so that more people can enjoy the mobile financial services. From investment banking, remittance, payment of life to consumer entertainment, people are increasingly dependent on mobile banking, mobile banking users grew stronger. At the same time, driven by market demand, mobile banking is also growing, more rich technology continue to improve, continue to improve services. Mobile finance is to promote innovation in technology, and under the demand of the financial market especially a revolution in the banking industry, is China's gold Into the future. In the mobile financial team, the role of commercial bank can not be ignored. As an important part of our financial market, commercial banks always represented "financial". With the further deepening of China's reform, the interest rate market step by step, the Internet financial A new force suddenly rises. has undergone tremendous changes in China. The pattern of the financial markets, commercial banks are facing the dual pressure of internal and external challenges of transformation and upgrading. The development of mobile banking of commercial banks in China are an important opportunity to achieve business transformation and meticulous management, but also a key step in informationization. A mobile phone bank, mobile financial services of China's commercial banks have launched the WeChat mobile banking. Pay, but is still in the initial stage, the service is not rich enough, the user is not high. The popularity of mobile payments in the Commercial Bank of our country especially the lack of The competitiveness of mobile phone, Alipay and WeChat and other Tencent Ali pay the three party payment institutions occupy the main market, mobile operators with its huge user groups also occupy a space for one person. Therefore, the development of the mobile banking is an important issue in China's commercial banks, this paper mainly explores the development strategy of mobile banking of commercial banks in China the first. From the external environment analysis of mobile financial market prospects by using PEST model, is China's financial industry in the future. And pointed out that the transition pressure of commercial banks in China, the development of mobile banking is an important opportunity for the transformation. And then analyzes the current development of mobile banking of commercial banks in China and the challenges. Mainly the lack of accurate customer orientation, product innovation and needs to be improved, the mobile payment industry chain dominance, and user acceptance is not high. Then analysis The financial development of the mobile experience. Shanghai Pudong Development Bank Shanghai Pudong Development Bank's innovative consciousness, to determine the 335 mobile financial strategy, walking in the forefront of the development of mobile finance. The first is the analysis of the financial development of the mobile SWOT Shanghai Pudong Development Bank, then introduces the Shanghai Pudong Development Bank mobile banking customer positioning, product and marketing. Shanghai Pudong Development Bank has been leading innovation in the field of mobile banking, its customers with its own advantages, the personal version of mobile phone banking functionality, user experience, and launched the first in the industry enterprise mobile financial service client and mobile phone payment services. Finally integrated the contents of the previous section put forward the development strategy of mobile financial business in our commercial banks. Is the customer positioning reasonable, improvement and innovation of mobile financial products, strengthening marketing to improve user acceptance. Emphasis on customer orientation in The importance of customer in mobile financial development, commercial banks should make reasonable positioning clients according to the customer's financial needs and itself. Then research how to develop mobile financial products, combined with the definition of new product, put forward to improve the mobile phone bank, enter the mobile phone payment market, improve the security of mobile financial services from technology and management. Among them, in the process of product innovation need to handle the relationship with banks, as well as with mobile operators, the third party payment services competing relationships. Finally, the commercial bank mobile banking marketing, because mobile banking is a new thing, customer awareness and acceptance is not high enough, need through the network propaganda, propaganda point, specific customers a variety of media publicity and other means to strengthen propaganda, full use of experiential marketing means to foster user habits.

【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.2

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