本文關鍵詞：HRXJ手機銀行對其銀行競爭戰(zhàn)略的影響研究　出處：《湘潭大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 手機銀行 商業(yè)銀行 競爭戰(zhàn)略

【摘要】：隨著商業(yè)銀行競爭的日趨白熱化,手機銀行作為商業(yè)銀行的新興電子渠道已得到了人們的廣泛關注。未來電子銀行用戶的用戶體驗將被進一步重視,電子銀行的設計和界面交互性越來越人性化,使用門檻越來越低,手機銀行已成為商業(yè)銀行開展競爭的利器。由于視頻通訊技術近年來日趨成熟,數(shù)據(jù)傳輸速度的進一步提高,可以通過網(wǎng)絡實現(xiàn)商業(yè)銀行遠端自動化后臺服務或面對面的視頻人工服務,商業(yè)銀行金融服務因網(wǎng)絡技術的運用不再因受制于物理空間,電子銀行能夠更容易突破僵化的業(yè)務模式,引入更多創(chuàng)新和更多突破,從而在滿足更多客戶的個性化需求且節(jié)約商業(yè)銀行運營成本。從各大銀行近兩年在電子銀行領域的發(fā)展方向上看,電子銀行服務渠道正在縱向擴展逐步豐富(主要是手機銀行、微信銀行、直銷銀行等),同時都在電子銀行領域橫向擴展交易功能,跨地域、跨銀行發(fā)展金融業(yè)務的思路正在逐漸開闊(例如直銷模式)。網(wǎng)上銀行是中國商業(yè)銀行電子銀行渠道的基礎,手機銀行逐漸成為新的增長極,短信銀行、微信銀行、自助銀行方式是輔助。手機銀行對商業(yè)銀行的競爭戰(zhàn)略具有重要意義。首先,監(jiān)管當局對對手機銀行發(fā)展的規(guī)范和支持是前提,手機銀行有利于革命性變革銀行金融服務方式、促進商業(yè)銀行移動應用創(chuàng)新、構建良好移動金融生態(tài)、完善移動安全管理平臺。同時,手機銀行對移動支付和交易的安全性帶來的挑戰(zhàn)也不能忽視。HRXJ銀行是經(jīng)中國銀監(jiān)會批準設立,由中國華融資產(chǎn)管理股份有限公司注資并控股,在重組湖南原湘潭、株洲、岳陽、衡陽市商業(yè)銀行和邵陽市城市信用社的基礎上,新設的股份制商業(yè)銀行。2010年10月12日正式掛牌開業(yè),總行設在湖南長沙。2014年9月15日,HRXJ銀行正式推出領先同業(yè)的手機銀行“e把手”,由于HRXJ手機銀行的發(fā)展具有國內(nèi)城市商業(yè)銀行發(fā)展的典型特點,可以研究歸納出國內(nèi)同業(yè)銀行在手機銀行發(fā)展中存在的共性問題�；谏鲜霰尘昂驮�,本文將對手機銀行對HRXJ銀行競爭戰(zhàn)略進行全方面研究,在對國內(nèi)外手機銀行發(fā)展現(xiàn)狀進行分析基礎上,提出了未來手機銀行的發(fā)展前景,探討了HRXJ銀行手機銀行發(fā)展中存在的各種問題,并在此基礎上提出促進HRXJ手機銀行發(fā)展的政策建議。這對國內(nèi)城市商業(yè)銀行利用手機銀行提高挖掘大數(shù)據(jù)價值、重視客戶體驗、提升中間業(yè)務和實行安全的差異化競爭戰(zhàn)略具有重要現(xiàn)實意義。
[Abstract]:With the increasingly fierce competition of commercial banks, mobile banking as a new electronic channel of commercial banks has been widely concerned. In the future, the user experience of electronic banks will be further paid attention to. The design and interface interaction of electronic bank is more and more humanized, the threshold of use is lower and lower, the mobile phone bank has become a sharp weapon for commercial banks to carry out competition. The video communication technology is becoming more and more mature in recent years. With the further improvement of data transmission speed, commercial bank remote automation backstage service or face-to-face video manual service can be realized through the network. Commercial bank financial services because the use of network technology is no longer constrained by physical space, electronic banking can more easily break through the rigid business model, introducing more innovation and more breakthroughs. In order to meet the personalized needs of more customers and save the operating costs of commercial banks. From the perspective of the development direction of each major bank in the field of electronic banking in the past two years. Electronic banking service channels are gradually expanding vertically (mainly mobile banking, WeChat bank, direct-selling bank, etc.). At the same time, they all expand their trading functions in the field of electronic banking. The idea of developing financial business across banks is gradually broadening (for example, direct selling mode. Internet banking is the basis of electronic banking channels of Chinese commercial banks, mobile banking has gradually become a new growth pole, short message banking. WeChat Bank, self-help banking method is auxiliary. Mobile banking has important significance to the competitive strategy of commercial banks. First of all, the regulatory authorities to regulate and support the development of mobile banking is the prerequisite. Mobile banking is conducive to revolutionize the banking financial services, promote commercial bank mobile application innovation, build a good mobile financial ecology, improve mobile security management platform. At the same time. The challenges posed by mobile banking to the security of mobile payments and transactions cannot be ignored. HRXJ Bank was established with the approval of the China Banking Regulatory Commission (CBRC), funded and controlled by China Huarong Asset Management Co., Ltd. On the basis of restructuring Xiangtan, Zhuzhou, Yueyang, Hengyang Commercial Bank and Shaoyang City City Credit Cooperatives, a new joint-stock commercial bank was set up and officially opened on October 12th 2010. The head office is located in Changsha, Hunan. In September 15th 2014, HRXJ Bank officially launched the leading mobile bank "e handle". Because the development of HRXJ mobile banking has the typical characteristics of the development of domestic urban commercial banks, we can study and conclude the common problems of domestic interbank in the development of mobile banking. Based on the above background and reasons. This paper will study the competition strategy between mobile bank and HRXJ bank in all aspects, on the basis of the analysis of the domestic and foreign mobile banking development situation, put forward the future development prospects of mobile banking. This paper discusses various problems existing in the development of mobile banking in HRXJ Bank. On this basis, this paper puts forward the policy recommendations to promote the development of HRXJ mobile banking, which is helpful to the domestic city commercial banks to improve the value of big data and attach importance to the customer experience. It is of great practical significance to promote intermediary business and implement security differentiated competition strategy.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F832.2

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本文編號：1374840