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论文编号：	4704
作者编号：	2120102648
上传时间：	2012/12/10 23:18:59
中文题目：	外资银行服务移动化市场营销策略研究
英文题目：	The Marketing Strategy Analysis of Foreign Bank
指导老师：	吴晓云
中文关键字：	移动化服务，市场差异化，客户需求，客户满意度，金融服务
英文关键字：	Mobile Banking Service, Market Differentiation, Customer Requirements, Customer Satisfaction, Banking Service
中文摘要：	随着银行业的发展模式从盈利为导向逐渐转向以客户需求为导向，如何更好地细分市场，结合自身的实际情况以及发展方向选取目标市场，并且向客户提供优质的服务，是目前能否占领市场以及获得客户满意的关键。伴随着近年来电子科技的高速发展，尤其是智能手机已经逐渐的为大众所接受，银行业服务移动化的趋势越来越明显，在银行服务移动化的过程中，从最初网上银行，到目前时兴的手机银行，和各类银行业手机应用，都是围绕着如何使客户享受服务更加便利，低成本，易于沟通，并且不受时间和地域的限制为主要目标的。本文的理论依据主要是通过STP理论，差异化营销，以及4P和4C等理论展开分析的。首先提出目前银行业服务的现状，以及目前所遇到的问题，比如服务效率低，反馈意见重视度低，业务办理繁琐等问题。基于这些问题，以及目前银行业服务的发展方向，辅以外资银行的移动化服务为案例进行论述。外资银行的经营策略通常紧跟潮流，对于新兴市场非常敏感，而且适应力强，比如某外资银行的移动化服务产品主要以“逸账户”，Breeze系列产品为主，包括Breeze Living, Breeze Mobile Banking, Breeze China Places等产品，本文主要以外资银行的移动服务化产品为案例，结合理论，深入的分析外资银行对于移动化服务的市场细分，营销策略的制定，服务的创新，客户信息安全的保障，客户满意度的提高等方面的策略，并且根据现有的服务，结合未来电子产品的发展趋势，对未来的移动化服务做出预测，为银行业发展服务移动化提出建议。未来的移动化服务，将是围绕着智能化手机的发展而展开的，比如手机钱包，可视网上银行等，都将为客户提供更加便利，人性化，低成本的服务。银行的移动化服务将是未来不可或缺的发展方向，未来的市场将会更加细分，伴随着科技发展，高新电子化产品将会普及到各个客户群体，更加便于移动化服务的推进，市场的差异化营销也更加容易展开。同时，客户的需求将会在银行的产品和服务的研发中起到主导作用，并且是按照客户满意度来评判的。基于分析，我们相信未来的移动化服务将会更加智能化，低成本化，便利化。
英文摘要：	With the development of banking mode from the profit oriented to gradually shift to customer demand-oriented, how to better market segments, combined with their own actual situation as well as the development direction of selection of target market, and to provide quality customer service, is the key whether occupy market and satisfy customer now. As the rapid development of electronic technology recently, especially the intelligent mobile phone has been gradually accepted by the public, the mobile banking service trends are more and more evident, in the transformation of banking service mobility, from the initial Internet banking, to the current fashionable mobile banking, as well as various mobile banking applications, are all target on how to enable customers to enjoy services more convenient, low cost, easy communication without the limitation of time and location. This article is mainly based on the theory of STP, differentiated marketing, and 4P and 4C theory for analysis. We raise out the current banking service status, with the issues now, such as low efficiency, insufficient feedback, complicated business process. Based on these issues, as well as the current banking service development direction, supplemented by mobile service of Standard Chartered Bank for analysis. Operating strategy of the foreign banks usually follows the trend, to the emerging market are very sensitive, and adaptable, such as a foreign bank is mainly focus on " Yi Account ", Breeze series of products, including Breeze Living, Breeze Mobile Banking, Breeze China Places and other products, through these products, in-depth analysis of Standard Chartered Bank for mobile services market segmentation, marketing strategy, service innovation, customer information security, customer satisfaction, and according to the existing services, combined with the future trend of development of electronic products, to work out future mobile services forecast. The future of mobile services, will be based on the intelligent mobile phone expansion, such as mobile phone wallet, viewable online banking, will provide customers with a more convenient, user-friendly, low cost services. Mobile banking service will be the development direction of the future, the market will be more fractionize, accompanied by the development of science and technology, high-tech electronic products will spread to each customer groups base on their requirements, more convenient mobile services to be promoted, market differentiation marketing is more easily spread. Meanwhile, customer demand will be the key of banking products and services research and development, and in accordance with customer cognitive and satisfaction evaluation. Based on our analysis, there is reason to believe that the future mobile services will be more intelligent, low cost, convenience.
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