本文运用文献分析法、案例分析法、SWOT 分析法、数据分析法
等研究方法，从成本维度、市场占比维度和研究价值维度出发，在充
分借鉴和研究前人有关市场营销理论、产业链理论、掌上银行和互联
网金融等方面，对 A 地区五大国有商业银行掌上银行业务进行了比较
分析，重点分析了 A 地区农业银行掌上银行业务的发展现状，并通过
问卷调研方式获取有效的市场需求。在此基础上，本文从优势（S）、
劣势（W）、机会（O）和威胁（T）四方面对农业银行 A 地区掌上银行
业务进行分析，指出农业银行在 A 地区具有品牌影响力和客户基础优
势、安全性能优越和用户体验便捷等优势；在市场认知度不够高、客
户使用门槛高、产品创新能力不足和营销队伍不健全方面处于劣势；
同时论证得出掌上银行发展前景好、目标客户集中度高和有效掌上银
行客户数迅速提升等机会，以及可能面临同业间竞争激烈、安全性认
识亟待加强和人行账户新规等挑战
最后，本文从农业银行A地区实际情况出发，研究出适合农业银
行掌上银行业务发展的营销策略（含潜在客户识别、需求分析等）、
营销服务管理、内部团队建设和风险声誉防控等策略，以促进农业银
行A地区掌上银行业务健康、可持续发展
关键词：农业银行 A 地区，掌上银行，发展研究III
Research on the development of Agricultural Bank
of China A area palm bank business
Abstract
The Internet has completely changed the traditional mode of our life and work,
breaking the time and geographical constraints, give us more information and
resources, we hope to get the needed information and processing of mobile payment
and whenever and wherever possible, and mobile trading platform the official we
meet the hitherto unknown business model, very broad prospects for development.
The Agricultural Bank of A palm bank to move towards universal mobile network in
the background of new economy effective promotion, how to fully tap the existing
business highlights and shortcomings, how to utilize and strengthen the existing
advantages and resources in the same competition than learning to catch up, is what
we have to consider the problem now.
This paper uses literature analysis method and case analysis method, SWOT analysis
method, data analysis method, from the cost dimension, the market share of
dimensions and research value dimensions, previous studies about the marketing
theory, the theory of industrial chain, handheld Internet banking and financial aspects
of the full reference and, for mobile banking the five major state-owned commercial
banks A regions were compared, analyzes the current situation of the development of
Agricultural Bank mobile banking, and obtain the effective market demand. Through
a questionnaire survey. On this basis, this paper from the advantages and
disadvantages of (S) (W) (O), opportunities and threats (T) analysises the palm bank
business of Agricultural Bank of China A region, the Agricultural Bank（A regions）
has pointed out the influence of brand and customer base advantages, in the A area of
superior safety performance and user experience in convenience; market awareness is
not high enough, customers using high threshold, product innovation ability and
marketing team is not perfect at a disadvantage; at the same time demonstrates the
development prospects of the bank on the palm, target customers highly concentrated
and effective handheld bank customers quickly upgrade opportunities, and may face
fierce competition in this industry, the safety awareness needs to be challenged to
strengthen and to account for the new regulations and other people.
Finally, this paper from the actual situation of the Agricultural Bank of A area of study
for the Agricultural Bank of palm bank business development marketing strategy
(including potential customer identification and demand analysis), marketing
management, team building and reputation risk prevention and control strategy, in
order to promote the Agricultural Bank A palm bank business healthy and sustainableIV
development.
Key words: Agricultural Bank of China A regions, mobile banking, development
research浙江工业大学硕士学位论文 农业银行 A 地区掌上银行业务发展研究
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目 录
1 绪论 ..1
1.1 研究背景和意义 1
1.1.1 研究背景 ..1
1.1.2 研究意义 ..1
1.2 研究框架 ......2
1.3 研究方法 ......3
1.4 创新点和难点 ..4
1.4.1 创新点 ....4
1.4.2 难点 ......4
2 理论文献 ..........5
2.1 理论综述 ......5
2.1.1 市场营销理论 ..........5
2.1.2 产业链理论 7
2.2 国内外研究情况 7
2.2.1 国外掌上银行研究现状...7
2.2.2 国内掌上银行研究现状 ..
82.3 互联网金融 ...10
3 A 地区掌上银行业务发展现状及分析 .......... 13
3.1 掌上银行定义 .13
3.2 A 地区各大银行掌上银行业务开展现状 ...13
3.2.1 市场占比方面..........13
3.2.2 产品特点方面 .........15
3.2.3 营销服务方面 .........16
3.3 农业银行 A 地区掌上银行现状 ...........16
3.4 A 地区各大银行掌上银行业务小结 .......17
3.5 农业银行 A 地区掌上银行业务问卷调查 ...1
83.5.1 用户基本信息统计......1
83.5.2 掌上银行使用行为分析..20
3.5.3 掌上银行业务及信息获取方式........20
3.5.4 用户办理掌上银行业务的原因分析....21
3.5.5 掌上银行使用中的重要因素..........22浙江工业大学硕士学位论文 农业银行 A 地区掌上银行业务发展研究
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3.5.6 掌上银行使用频率......22
3.5.7 客户最想要的掌上银行业务统计......25
3.5.8 小结......25
4 农业银行 A 地区掌上银行业务的 SWOT 分析 ..... 27
4.1 竞争优势(STRENGTH)——S ....27
4.2 竞争劣势(WEAKNESS)——W ....2
84.3 机会(OPPORTUNITY)——O .....29
4.4 威胁挑战(THREAT)——T .....30
4.5 小结 .........30
5 农业银行 A 地区掌上银行发展建议31
5.1 抓住客户需求，挖掘掌上银行目标客户 ...31
5.1.1 明确目标客户 .........31
5.1.2 地区特色产品设计“以客户需求为中心”..........32
5.1.3 引导客户消费习惯，降低休眠率 .....32
5.2 深挖服务平台，深植业务优势 ...........32
5.2.1 大力开展公共关系营销 .32
5.2.2 积极与市场主体开展合作，共享双方优势资源 .....33
5.3 凝心聚力，提升营销成效 ...33
5.3.1 改革员工绩效考核机制 .34
5.3.2 制定网点业务 PK 赛.....34
5.3.3 分享优秀员工心得 .....35
5.4 风险声誉防控 .35
6 总结 . 37
参考文献 ...........39
附 录 ..43
致 谢 ..49浙江工业大学硕士学位论文 农业银行 A 地区掌上银行业务发展研究
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图、表目录
图 3.1 用户了解掌上银行及其业务情况 .....
。。。以上简介无排版格式，详细内容请下载查看
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