【作者】 王涛；

【导师】 唐安宝；

【作者基本信息】 中国矿业大学 ， 金融管理（专业学位）， 2019， 硕士

【摘要】 随着移动互联网技术的快速发展,智能手机设备的逐渐普及,手机银行越来越成为客户首选的业务办理渠道,越来越成为银行最重要的个金产品。手机银行作为未来银行零售业务所依赖的主渠道,其战略地位日益凸显。为了推动手机银行业务更好发展,抢占更多手机银行市场份额,各银行很有必要了解影响该行手机银行发展的因素并提出相应应对策略,促进手机银行业务更好的发展。本文主要研究了中国银行徐州分行手机银行业务发展现状及存在问题并研究其发展影响因素及发展对策。本文以解决问题为导向,在科学、严谨的研究思路指导下,从提出问题入手,再运用理论分析问题,最后提出解决问题的对策和建议。具体来说,本文阐述了手机银行业务的研究背景、研究意义、国内外研究现状、研究内容、研究创新以及研究方法和技术路线;简要介绍了本研究使用的相关理论;从多个方面剖析了中国银行徐州分行手机银行的现状及存在的问题;从市场环境层面、客户层面和银行层面着手,通过管理学模型分析、问卷调查分析、计量经济学分析等方法,得出了影响中国银行徐州分行手机银行发展的因素:行业内的激烈竞争,替代品的强大威胁,买方持续提升的议价能力;产品功能及创新水平,线上线下服务能力,营销宣传投入,渠道拓展力度,业务推动强度,人员配置程度,拓展思路等。针对以上影响因素,提出了“4P营销组合”,“场景建设”等策略,提出了“完善管理机制及组织架构”,“加强人才队伍建设”等保障措施,促进其更好的发展;最后总结了本文存在的不足之处及手机银行研究的未来展望。本文综合运用文献研究、问卷调查、数据分析、营销理论组合分析等方法,理论联系实际,使得研究结论更富有实践意义。本文还创新性的对手机银行场景建设进行研究,指明手机银行未来发展方向。更多还原

【Abstract】 With the rapid development of mobile Internet technology and the gradual popularization of smart phone devices,mobile banking has become the preferred business management channel for customers and the most important gold product for banks.As the main channel of retail banking in the future,mobile banking plays an increasingly prominent strategic role.In order to promote the better development of mobile banking business and seize more market share of mobile banking,it is necessary for banks to understand the factors affecting the development of mobile banking and put forward corresponding countermeasures to promote the better development of mobile banking business.This paper mainly studies the current situation and existing problems of the mobile banking business of Bank of China Xuzhou Branch,and studies its influencing factors and development countermeasures.Under the guidance of scientific and rigorous research ideas,this paper starts with putting forward problems,then uses theory to analyze problems,and finally puts forward countermeasures and suggestions to solve problems.Specifically,this paper expounds the research background,research significance,research status at home and abroad,research content,research innovation,research methods and technical routes of mobile banking business;briefly introduces the relevant theories used in this study;analyzes the current situation and existing problems of mobile banking of Bank of China Xuzhou Branch from many aspects;and from the market environment level,customer level and Bank level.Face to face,through management model analysis,questionnaire analysis,econometric analysis and other methods,the factors affecting the development of mobile phone bank of Bank of China Xuzhou Branch are obtained: fierce competition in the industry,strong threat of substitutes,continuous improvement of bargaining ability of buyers;product function and innovation level,online and offline service ability,marketing and publicity input,channel expansion ability.Degree,business driving strength,staffing level,expanding ideas,etc.In view of the above factors,this paper puts forward strategies such as "4P marketing mix" and "scenario construction",and puts forward safeguards such as "improving management mechanism and organizational structure" and "strengthening the construction of talent team" to promote its better development.Finally,the shortcomings of this paper and the future prospects of mobile banking research are summarized.In this paper,literatureresearch,questionnaire survey,data analysis,marketing theory combination analysis and other methods are used to integrate theory with practice,making the research conclusions more meaningful.This paper also innovatively studies the scenario construction of mobile banking,pointing out the future development direction of mobile banking.更多还原