联系我们

论文查询结果	返回搜索

论文编号：	3061
作者编号：	2120082622
上传时间：	2011/5/20 23:01:13
中文题目：	招商银行手机银行业务竞争优势研究
英文题目：	The Competitive Advantage Research of Mobile Phone Bank in China Merchants Bank
指导老师：	周建
中文关键字：	手机银行 招商银行 竞争优势 产品创新
英文关键字：	Mobile Phone Bank；China Merchants Bank； Competitive Advantage； Product Innovation
中文摘要：	随着移动通信和手机技术地不断提升，手机银行业务在中国经过近十年的曲折发展后，自2010年开始进入一个市场活跃期。手机银行市场日益成为银行业业务竞争的新兴领域。 本文首先从企业战略业务层面的竞争优势理论出发，对银行产品的竞争优势概念和评估方法进行了简要介绍。其次，对手机银行概念进行了介绍，并就手机银行这一新型银行服务渠道与其他服务渠道进行了比较，提炼出手机银行服务的特点。再次，本文对手机银行产业链上的各方主体作为手机银行的主要推动者进行了假设分析，并简要分析了招商银行发展手机银行的理论基础。 随后，本文简要概述了我国金融电子化和手机银行技术的发展阶段，招商银行手机银行业务的历史发展情况。并且，对当前手机银行在世界发达国家的发展现状、原因以及招商银行手机银行产品现状和特点进行了介绍和总结。 通过对目标客户群和渠道本身特色的分析，本文运用SWOT分析方法，指出了招商银行开展手机银行业务战略选择的必要性。在此基础上，我们认为，目前招商银行手机银行还需要在管理层面、后台运营、风险控制等方面对手机银行业务的发展提供有效地控制机制。在业务发展上，主要针对网上银行客户群，通过手机银行渠道满足客户小额金融需求，以及时效性要求来提升招行产品的品牌和竞争优势。 本文旨在通过从招商银行手机银行产品的角度出发，通过对同业手机银行的测评和业务对比分析，以了解该产品在同业竞争中的地位及产品构成要素与同业相比的优劣，为招商银行树立起针对手机银行行业状况的清晰认识，并通过对手机银行发展现状的研究和对手机银行发展前景及趋势的分析，为招商银行提供横向对比，以此作为招商银行研究、改善和创新手机银行项下产品和服务类别提供更清晰的方向和更科学的依据，为战略决策提供参考。
英文摘要：	With the continuously improvement of mobile communication and mobile technology, after nearly 10 years of tortuous development, mobile banking business in China enters a active marketing period since 2010. Mobile banking market is increasingly becoming the emerging field in the banking business competition. Firstly, from the enterprise level, the competitive advantage of strategic business theory, the competitive advantage of the concept of banking products and assessment methods were introduced. Secondly, the concept of mobile banking were introduced, and to this new mobile banking channel for banking services and other service channels were compared to extract the characteristics of mobile banking services. Again, this chain of mobile banking as the main parties on the phone banks was the main promoter. The thesis supposedly analyzed the theoretical basis of the development of mobile banking of China Merchants Bank. Subsequently, the thesis provides a brief overview of e-finance and mobile banking technology development stage, China Merchants Bank and the history of mobile phone banking business development. Also, the current mobile banking in the current development of developed countries causes and status of China Merchants Bank mobile banking products and features are introduced and summarized. In this thesis, SWOT analysis method, the investment banks to develop mobile phone banking business opportunities, threats, strengths and weaknesses in four areas the situation is analyzed, pointed out the financial industry to carry out mobile phone banking services available to the policy category, and on the strategy constitutes the basis of analysis presented in this basis, the China Merchants Bank mobile banking competitive advantage for the selected strategy. Our target customer base and through the channel itself, the analysis of characteristics obtained, the current investment banks in the management of mobile banking needs level, back-office operations, risk control, the development of mobile banking provides an effective control mechanism, and thus gives a content of the new culture. In business development, mainly for online banking customers, through phone banking channels to meet customer demand for microfinance, and time line requirements to improve strokes and competitive advantages of brand products. From the CMB mobile banking product perspective, and the contrast analysis of assessment and business of the trade mobile banking, you can understand the product status in competition，product components, advantages and disadvantages compared with trade superior. It sets up a clear understanding for mobile phone bank industry, through the research of mobile phone bank development status, analyzing development prospects of mobile phone bank’s trend. It provides the lateral comparison for CMB, as the research, improvement and innovation of categories of mobile phone bank products and services, to supply a more clearly direction and more scientific basis, as the reference to strategic decision.
查看全文：	预览  下载(下载需要进行登录)