【摘要】：以支付寶為代表的互聯(lián)網(wǎng)金融產(chǎn)品的出現(xiàn),對我國商業(yè)銀行零售業(yè)務(wù)的發(fā)展造成了很大的沖擊,曾經(jīng)銀行主要依靠物理渠道的經(jīng)營服務(wù)模式已經(jīng)很難滿足移動互聯(lián)網(wǎng)時代客戶更高層次的需求。針對這種現(xiàn)狀,各商業(yè)銀行制定了電子銀行發(fā)展戰(zhàn)略,以適應(yīng)互聯(lián)網(wǎng)金融的發(fā)展要求。但是經(jīng)過多年來的發(fā)展,商業(yè)銀行的電子銀行無論是在獲客、服務(wù)、產(chǎn)品等方面均存在各種問題,始終難以占據(jù)優(yōu)勢地位。隨著微信的推出,各銀行敏銳捕捉到了移動金融的商機,適時推出了基于微信平臺的微信銀行服務(wù),進一步擴大了電子銀行覆蓋范圍,延伸了銀行服務(wù)渠道,獲得了市場的廣泛認(rèn)可。本文主要通過文獻研究法及案例分析法等研究手段對我國微信銀行產(chǎn)生的背景、原因、優(yōu)缺點進行了闡述,尋找制約微信銀行發(fā)展的主要原因。微信銀行的興起主要受益于微信用戶規(guī)模的急劇擴大以及客戶對移動金融服務(wù)需求的不斷提高,微信銀行對客戶來說具有便捷、高效、低機會成本的優(yōu)點,對于銀行來說能夠顯著降低物業(yè)、人員、財務(wù)等成本,能夠廣泛延伸服務(wù)鏈條,能夠有更加高效的獲客渠道和服務(wù)渠道。但是客戶使用微信銀行又受到設(shè)備、網(wǎng)絡(luò)、經(jīng)驗的制約,而且微信銀行所能提供的服務(wù)相對單薄,缺乏支付、交易、投資理財?shù)葟妶鼍皯?yīng)用,同時微信銀行的業(yè)務(wù)發(fā)展受制于微信本身,這將導(dǎo)致商業(yè)銀行電子銀行業(yè)務(wù)難以統(tǒng)籌發(fā)展。通過對研究主體Z銀行微信銀行的深入研究,借助SWOT分析法詳細(xì)探尋了Z銀行微信銀行業(yè)務(wù)發(fā)展的優(yōu)勢、劣勢、機遇和挑戰(zhàn),并且針對性的給出了相應(yīng)的策略,具體包括產(chǎn)品布局策略、產(chǎn)品開發(fā)策略、市場推廣策略、客戶維護策略、風(fēng)險防范策略、糾紛處理策略等。本文通過研究分析Z銀行微信銀行發(fā)展過程中的問題,尋找解決問題的具體策略,希望為其他商業(yè)銀行發(fā)展微信銀行提供一條可以借鑒的路徑。
[Abstract]:The emergence of Internet financial products, represented by Alipay, has had a great impact on the development of retail business of commercial banks in China. Once the bank mainly relies on the physical channel management service mode has been difficult to meet the mobile Internet era customer higher level demand. In view of this situation, each commercial bank formulates the electronic bank development strategy, in order to adapt to the Internet finance development request. However, after years of development, commercial banks in electronic banking, whether in customer, service, products and other aspects of problems, always difficult to occupy the dominant position. With the introduction of WeChat, banks keenly captured the business opportunities of mobile finance, and launched WeChat banking services based on WeChat platform, which further expanded the coverage of electronic banking and extended banking service channels. Has been widely recognized by the market. In this paper, the background, reasons, advantages and disadvantages of WeChat Bank in China are discussed by the methods of literature research and case analysis, and the main reasons that restrict the development of WeChat Bank are found. The rise of WeChat Bank mainly benefits from the rapid expansion of WeChat user size and the increasing demand for mobile financial services. WeChat Bank has the advantages of convenience, efficiency and low opportunity cost for customers. Banks can significantly reduce property, personnel, financial and other costs, can extend the service chain, can have more efficient access to customers and service channels. However, customers' use of WeChat Bank is constrained by equipment, networks, and experience, and the services that WeChat Bank can provide are relatively thin, lacking payment, trading, investment and other strong scenario applications. At the same time, the business development of WeChat Bank is restricted by WeChat itself, which will lead to the commercial bank electronic banking business development is difficult to co-ordinate. Through the in-depth study of Z Bank WeChat Bank, with the help of SWOT analysis, this paper probes into the advantages, disadvantages, opportunities and challenges of Z Bank WeChat Bank's business development in detail, and gives the corresponding strategies. Including product layout strategy, product development strategy, marketing strategy, customer maintenance strategy, risk prevention strategy, dispute resolution strategy. By studying and analyzing the problems in the development of WeChat Bank of Z Bank, this paper looks for specific strategies to solve the problems, hoping to provide a reference path for other commercial banks to develop WeChat Bank.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.2

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