A银行苏州分行手机银行营销策略研究 摘 要
I
摘要
近年来，移动通信技术和智能手机快速发展，在这种背景下诞生了手机银行
业务。手机银行是网络金融移动化的产物，不仅更加便利地为客户提供金融产品
和服务，而且使银行的业务渠道进一步拓展，是各大银行大力发展的重点业务之
一。然而，作为新兴事物的手机银行也面临着一些需要解决和改进的问题，突出
表现的有手机银行营销水平参差不齐、营销目标难以圆满实现等。所以，从促进
手机银行稳步发展的客观需要出发，有必要对手机银行营销策略进行再思考，进
一步厘清营销理念，拓展营销渠道，使银行与客户借助手机银行这一媒介达成双
赢目标
论文以A银行苏州分行的手机银行营销策略为研究对象，在阐述市场营销环
境理论、营销策略组合理论及服务营销等相关理论的基础上，较为详细地介绍了A
银行苏州分行手机银行业务的发展历程，然后对手机银行的内外营销环境进行分
析：运用PEST法分析A银行苏州分行手机银行营销的政治、经济、社会和技术
宏观环境，再对同业竞争对手和跨行业竞争对手进行分析，梳理A银行苏州分行
的客户基础、经营管理、创新意识、信息安全及竞争能力等内部环境。接下来，
仔细分析A银行苏州分行手机银行现行的营销策略，包括产品策略、价格策略、
渠道策略及促销策略，探讨其中存在的不足和差距，完成对论述对象的问题剖析
最后，根据前文分析结果，制定切实可行的A银行苏州分行手机银行营销策略，
将现行的营销策略重点向4C营销策略组合靠拢，形成一种新型营销策略，包括：
以客户为先的产品策略、统筹成本与价格策略、加强渠道便利性策略、双向沟通
的促销策略
整体上看，本文从多角度、全方位的视角完成了对A银行苏州分行手机银行
营销策略的改进研究，不仅对该行手机银行应对竞争与挑战具有重要意义，也对
与A银行苏州分行发展状况相近的国有商业银行在手机银行营销策略方面具有一
定的借鉴和参考价值
关键词：商业银行，手机银行，营销策略
作者：王闯新
指导老师：杨天翔
英文摘要 A银行苏州分行手机银行营销策略研究
Research on Marketing Strategy of Mobile Banking in
A Bank Suzhou Branch
Abstract
In recent years， mobile communication technology and smart phone have
developed rapidly， and in this context， mobile banking has been born. Mobile
banking is the result of the network financial mobile， not only to provide customers
with more convenient financial products and services， and enable Banks to further
expand the business channel， is one of the key business of Banks to develop.
However， as a new mobile banking is faced with some questions need to be solved and
improved， outstanding performance has a mobile phone bank marketing level is
uneven， the marketing goal is difficult to successfully implement and so on. So，
starting from the objective need to promote the development of mobile banking
steadily， it is necessary to carry out mobile banking marketing strategy and think，
further clarify the marketing concept， to expand marketing channels， make the Banks
and their customers through the medium of mobile phone bank to achieve a win-win
goal.
The papers centers on the A bank Suzhou branch of mobile phone bank marketing
strategy as the research object， the theory of marketing environment， marketing and
service marketing strategy combination theory， on the basis of relevant theories， such
as A bank Suzhou branch are introduced in detail the development of mobile banking，
and then analyzes the internal and external marketing environment of mobile phone
bank： using the method of PEST analysis of A bank Suzhou branch of mobile banking
marketing macro environment， political， economic， social and technology to analyze
the trade competitors and cross-industry competition， comb A bank Suzhou branch
customer base， business management， creative consciousness， information security，
and internal environment， such as competition ability. Next， to careful analysis of A
current bank Suzhou branch phone marketing strategy， including product strategy，
price strategy， channel strategy and promotion strategy， discusses the deficiencies and
II。