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论文编号：	6006
作者编号：	2120112831
上传时间：	2013/12/10 11:52:53
中文题目：	手机银行的营销策略研究——以中国工商银行为例
英文题目：	Research on the Marketing Tactics of the Mobile Phone Banking——Taking “Industrial and Commercial Bank of China” for Example
指导老师：	任星耀
中文关键字：	手机银行，营销策略，实施与保障
英文关键字：	Mobile phone banking , Marketing tactics , Execution and guarantee
中文摘要：	当今社会，人们的生活节奏越来越快，需要随时随地的沟通信息。截至2012年底，中国手机用户数已经达到10亿规模，其中智能手机用户达3.3亿。此外，现代人在理财方面，很少有时间去银行营业厅排队办理各种业务，足不出户的现代理财方式受到广泛欢迎。这为我国手机银行的出现与发展提供了市场前提和增长潜力。手机银行可以随时随地享受个人移动金融服务，是一种新的自助模式，作为新的业务分流和营销平台，在美国、日本等国家流行，受到重视并日益普及。与国外手机银行的发展相比，我国银行发展的起步较晚，以中国工商银行为例，截至2008年末手机银行用户为1400万户，相对我国手机用户群来说还是很少。近年来，通讯技术的发展为我国手机银行的发展奠定了基础。无论从国外的蓬勃发展还是从国内的迅速兴起来看，都昭示着手机银行和无线金融业务未来良好的前景。特别是移动互联网的普及，作为一种新的金融渠道，手机银行受到关注并迎来了最佳发展机遇期。但是由于市场存在严重的产品同质化现象，加剧了市场竞争。目前，商业银行意识到已经意识到满足用户移动化需求的重要性，其中以工商银行的用户数最多，占到整体数量的35.1%。本文以中国工商银行为例，探讨手机银行的营销策略。通过对市场的调查与分析，揭示手机银行未来发展趋势，最后立足于银行的业务发展思路，针对当前所面临的风险与发展难题进行分析，提出手机营销的提升策略，并从信息技术支持、组织人力资源整合及理念提升、用户差异化管理和产品功能服务创新四个方面，阐述提升策略的实施与保障。对于开展服务营销理论的研究以及我国手机银行的发展都有着重要理论价值和现实意义。
英文摘要：	In today's society, the living rhythm is more and more quick. We need to communicate with each other whenever and wherever. By the end of 2012, according to the latest figures from the three operators, the mobile phone users in China has reached the scale of 1 billion. The intelligent machine users were up to 0.33 billion. This is the power of rapid development of Chinese mobile communication. Furthermore, in the aspects of managing money matters, the modern people don’t have much time to line up for a variety of bank business, and it is very popular to do modern financial management at home. It also provides the prerequisite of market and development potential for Chinese mobile phone bank’s emergence and development. Mobile phone banking connects the wireless communication network of the mobile communication operators with the bank's financial system. It makes the mobile phone become a personal mobile financial service terminal which can communicate with others anytime, anywhere. Mobile phone banking is a new self-service mode. As a financial business distributary channels and marketing platform, mobile phone banking is convenient, quick and low cost. It became popular in the United States, Japan and other countries. It is pay more attention with people and popularity. Compared with foreign mobile phone banking, mobile phone banking in China started a little later. Since 2000, the major commercial banks in industrial and Commercial Bank of China, Bank of China were launching mobile phone banking. Taking the industrial and Commercial Bank of China for instance, by the end of 2008, Mobile phone banking customers reached 14 million, Compared to China's mobile phone users are very few. In recent years, with the development in science and technology, the maturity of the various conditions laid a foundation for the development of Chinese mobile phone banking. No matter from the vigorous development of foreign mobile phone banking or from the rapid rise of mobile phone banking of China, it shows that mobile phone banking and Wireless financing business are prosperous. Especially the popularity of mobile Internet, mobile phone banking is combined with the modern communication technology and electronic bank characteristics, as a new financial channel, it has been paid more attention and brings not only opportunities for development but also challenges .The convenient advantages were perceived by consumers, but current market products homogenization serious problem exacerbated the market competition of Chinese mobile phone banking. Therefore, the current domestic banks must find a breakthrough of the traditional marketing way to occupy a favorable position in the market competition. At present, Chinese banks have realized the importance of meeting the customer’s banking demand and have entered the mobile phone banking. Especially the number of users in industrial and Commercial Bank of China almost accounted for 35.1%. In this context, the industrial and Commercial Bank of China as an example, Discussion on mobile phone banking marketing strategy. Through the investigation and Analysis on mobile phone banking market, to reveal the background, current situation and development trend of development. From the four aspects of information technology support, human resources integration, and difference between customer management and product function and service innovation, proposes the strategy implementation and guarantee. It has an important theoretical value and practical significance to study the service marketing theory and the development of Chinese mobile phone banking.
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