摘要
以支付宝为代表的互联网金融产品的出现，对我国商业银行零售业务的发展造成了
很大的冲击，曾经银行主要依靠物理渠道的经营服务模式已经很难满足移动互联网时代
客户更高层次的需求。针对这种现状，各商业银行制定了电子银行发展战略，以适应互
联网金融的发展要求。但是经过多年来的发展，商业银行的电子银行无论是在获客、服
务、产品等方面均存在各种问题，始终难以占据优势地位。随着微信的推出，各银行敏
锐捕捉到了移动金融的商机，适时推出了基于微信平台的微信银行服务，进一步扩大了
电子银行覆盖范围，延伸了银行服务渠道，获得了市场的广泛认可

本文主要通过文献研究法及案例分析法等研究手段对我国微信银行产生的背景、原
因、优缺点进行了阐述，寻找制约微信银行发展的主要原因。微信银行的兴起主要受益
于微信用户规模的急剧扩大以及客户对移动金融服务需求的不断提高，微信银行对客户
来说具有便捷、高效、低机会成本的优点，对于银行来说能够显著降低物业、人员、财
务等成本，能够广泛延伸服务链条，能够有更加高效的获客渠道和服务渠道。但是客户
使用微信银行又受到设备、网络、经验的制约，而且微信银行所能提供的服务相对单薄，
缺乏支付、交易、投资理财等强场景应用，同时微信银行的业务发展受制于微信本身，
这将导致商业银行电子银行业务难以统筹发展。通过对研究主体 Z 银行微信银行的深入
研究，借助 SWOT 分析法详细探寻了 Z 银行微信银行业务发展的优势、劣势、机遇和挑
战，并且针对性的给出了相应的策略，具体包括产品布局策略、产品开发策略、市场推
广策略、客户维护策略、风险防范策略、纠纷处理策略等

本文通过研究分析 Z 银行微信银行发展过程中的问题，寻找解决问题的具体策略，
希望为其他商业银行发展微信银行提供一条可以借鉴的路径

关键词：Z 银行 微信 SWOT 策略IV
Abstract
Alipay is the representative of the Internet financial products, which has a great impact o
n the development of the retail business of commercial banks in China. Once upon a time, ban
ks rely mainly on the physical channel service operating mode of the mobile Internet era has b
een difficult to meet customer demand for a higher level. In view of this situation, the commer
cial banks have formulated the e-banking development strategy to meet the development requi
rements of Internet banking. However, after years of development, commercial banks have m
any problems in E-banking, such as customers, services and products, which are always diffic
ult to occupy a dominant position. With the launch of WeChat, the banks keen to capture the
mobile banking business, the timely introduction of the WeChat platform based on WeChat ba
nk services, to further expand the coverage of electronic banking, extending the channels of b
anking services, has been widely recognized by the market.
This paper mainly expounds the background, reasons, advantages and disadvantages of t
he WeChat bank in China by means of literature research and case analysis, and tries to find th
e main reasons for restricting the development of WeChat bank. The rise of WeChat bank mai
nly benefited from the rapid expansion of the scale of WeChat users and customer demand for
mobile financial services continue to improve, the WeChat bank has the advantage of conveni
ent, efficient, low opportunity cost for customers, the banks can significantly reduce the prope
rty, personnel, financial and other costs, can extend the service chain, there can be more effici
ent the channels for customers and service channels. But restricted by bank customers to use
WeChat equipment, network, experience, and WeChat can provide the services is relatively w
eak, the lack of payment, trading, investment banking and other strong application scenarios,
while WeChat bank business development subject to WeChat itself, which will lead to comme
rcial banks to co-ordinate the development of electronic banking business. Through in-depth s
tudy of the research subject Z bank WeChat bank, using SWOT analysis method to explore in
detail the advantages and disadvantages, opportunities and challenges in the development of
WeChat bank business of Z bank, and this paper puts forward the corresponding strategies, inc
luding product layout strategy, product development strategy, marketing strategy and customeV
r maintenance strategy, risk prevention strategies, dispute processing strategies.
This paper studies and Through the analysis of the problems in the development process
of WeChat bank of Z bank, this paper is looking for specific solutions to solve the problem, h
oping to provide a reference route for other commercial banks to develop WeChat bank.
Key Words: Z Bank WeChat SWOTVI
目录
摘要...... III
Abstract..... IV
1 绪论....... 1
1.1 研究背景与意义....... 1
1.1.1 研究背景........... 1
1.1.2 研究意义........... 2
1.2 研究内容与方法....... 2
1.2.1 研究内容........... 2
1.2.2 研究方法........... 3
1.3 国内外研究现状....... 3
1.4 本文研究思路与创新点. 5
1.4.1 研究思路........... 5
1.4.2 本文创新点......... 5
2 我国微信银行发展概况... 7
2.1 微信银行的定义及兴起的背景....... 7
2.1.1 微信银行的定义..... 7
2.1.2 微信银行兴起的背景. 7
2.2 微信银行的业务优势分析.......... 10
2.2.1 微信银行有助于银行降低经营成本，提高服务效率.......... 10
2.2.2 微信所具备的社交属性和分享属性有助于银行拓展客户...... 10
2.2.3 微信银行服务便捷、高效、费用低廉.......... 11
2.3 我国微信银行的发展现状.......... 12
2.3.1 市场推广率高...... 12
2.3.2 功能日渐丰富，模式不断创新.... 13
2.4 微信银行未来发展趋势 13
3 Z 银行微信银行业务概述15
3.1 Z 银行发展微信银行业务的必要性 .. 15
3.1.1 Z 银行网点营业压力大，亟需业务分流渠道 .... 15VII
3.1.2 盈利能力降低，经营成本居高不下的局面需要扭转.......... 16
3.1.3 Z 银行面临营业网点重新布局的压力 .......... 17
3.1.4 客户消费习惯发生巨大改变...... 18
3.2 Z 银行发展微信银行业务的可行性 .. 19
3.3 Z 银行微信银行业务概况 .......... 20
4Z 银行微信银行的 SWOT 分析 ........... 23
4.1 Z 银行微信银行的优势23
4.1.1 自助服务便捷实用.. 23
4.1.2 应答服务快速智能.. 23
4.1.3 人工服务及时高效.. 23
4.1.4 无需单独安装客户端 23
4.2 Z 银行微信银行的劣势23
4.2.1 需要智能设备和移动互联网支持.. 23
4.2.2 高价值“银发”客户使用率低.... 24
4.2.3 查询咨询功能为主，交易支付功能弱.......... 25
4.2.4 业务发展受制于微信本身........ 25
4.3 Z 银行微信银行的机遇25
4.3.1 移动互联网发展迅猛 25
4.3.2 微信用户规模快速增长.......... 26
4.3.3 用户行为习惯改变.. 26
4.3.4 微信拥有年轻的用户结构