I 摘要 近年来，随着移动通讯技术的飞速发展和智能手机的广泛普及，银行业务逐步从传 统的柜台，向更为便捷的网络化方向转移。手机银行作为移动网络和商业银行业务的结 合体，以其自身的便利性和安全性，逐渐发展成为用户青睐的主流金融服务模式。加之 移动支付等业务的创新应用、客户消费意识以及生活习惯的不断改变，手机银行成为了 各大银行进行市场竞争、抢占客户资源的必争之地，深刻改变了传统银行业的竞争格局。 中国银行作为一家国有大型商业银行，是国内最早推出手机银行业务的银行之一，凭借 其手机银行在功能性、创新性、稳定性等方面的优异表现，获得了较高的市场满意度。 作为中国银行总行直属的一级分行，陕西分行积极顺应科技变革，加快手机银行建设与 推广，研究探索手机银行营销策略体系，对于中国银行陕西分行手机银行业务发展具有 十分重要的意义。 基于此，本文从中国银行陕西分行手机银行业务营销现状入手，依据营销理论，对 中国银行陕西分行手机银行业务营销进行系统性调查分析，包括手机银行业务营销现 状、客户满意度评价等，对营销过程中存在的问题和不足进行了梳理。借助 PEST 分析、 五力模型分析、以及 SWOT 分析等，对中国银行陕西分行手机银行业务营销的外部环 境和内部环境进行了分析，找出了中国银行陕西分行手机银行业务发展所面临的外部机 会、威胁，以及内部优势、劣势。在此基础上，运用 STP 营销战略分析对陕西分行手机 银行业务市场进行细分，确定目标市场，并准确进行市场定位。随后，结合营销组合理 论，对中国银行陕西分行的手机银行业务营销策略进行探索，提出了有针对性的营销策 略建议，具体包含了产品策略、价格策略、渠道策略、促销策略、人员策略、有形展示 策略、过程营销七个方面。为保证营销策略的有效实施，本文从制度、资金、人员、技 术四个层面提出了具体的保障措施，以此来促进中国银行陕西分行手机银行业务发展， 提升市场竞争力。 关键词，中国银行，手机银行，营销策略西北大学硕士学位论文 II Abstract In recent years, with the rapid development of mobile communication technology and the widespread popularity of smart phones, Banking business has gradually shifted from the traditional counter to networking. As a combination of mobile network and commercial banking business, mobile banking has gradually developed into the mainstream financial service mode favored by users with its own convenience and security. In addition to the innovative applications of mobile payment and the changing consumer awareness and living habits, mobile banking has become a place of strategic importance for major banks to compete in the market and seize customer resources, profoundly reconstructing the competitive landscape of the traditional banking industry. As a large state-owned commercial bank, Bank of China is one of the first banks to launch mobile banking business in China. With its excellent performance in functionality, innovation and stability of mobile banking, Bank of China has obtained high market satisfaction. As the first-level branch directly under the head office of Bank of China, Bank of China Shaanxi Branch is comforming to the technological reformation, accelerating the construction and promotion of mobile banking, as well as researching the marketing strategy system of mobile banking, which are of great significance to the development of mobile banking business of Bank of China Shaanxi Branch. Based on this, this paper starts with the current situation of mobile phone banking business marketing of Bank of China Shaanxi Branch, then makes a systematic investigation and analysis on mobile phone banking business marketing according to marketing theory, including the status of mobile banking business marketing and customer satisfaction evaluation, thus finding out the problems and shortcomings in the marketing process. Combined with the PEST, Five-Force Model and SWOT analysis, this paper analyzes the external and internal environment of mobile banking business marketing of Bank of China Shaanxi Branch, and finds out the external opportunities, threats, internal strengths and weaknesses faced by the development of mobile banking business of Bank of China Shaanxi Branch. On this basis, using STP marketing strategy analysis to subdivide the mobile phone banking business market of Shaanxi Branch, determine the target market, and accurately position the market. Afterwards, combined with the marketing mix theory, this paper explores the marketing strategy of mobile banking business of Bank of China Shaanxi Branch, andAbstract III puts forward targeted marketing strategies and suggestions, including seven aspects: product, price, place, promotion, people, physical evidence and process marketing. To ensure the implementation of marketing strategy, this paper puts forward specific safeguard measures from system, capital, personnel and technology, thereby promoting the smooth implementation of mobile banking marketing strategy of Bank of China Shaanxi Branch, and further push on the business development and enhance market competitiveness. Key words: Bank of China, Mobile Bank, Marketing Strategy西北大学硕士学位论文 IV 目 录 摘要...................................................................................................................................I ABSTRACT.......................................................................................................................II 目 录................................................................................................................................IV 第一章 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........................................................................................................... 2 1.2 研究思路和研究方法 ............................................................................................. 2 1.2.1 研究思路.......................................................................................................... 2 1.2.2 研究方法.......................................................................................................... 3 1.3 研究内容和研究框架 ............................................................................................. 3 1.3.1 研究内容.......................................................................................................... 3 1.3.2 研究框架.......................................................................................................... 4 1.4 论文的主要贡献 ..................................................................................................... 4 第二章 相关理论和文献综述........................................................................................ 6 2.1 手机银行业务概述 ................................................................................................. 6 2.2 营销策略的相关理论 ............................................................................................. 6 2.2.1 STP 理论........................................................................................................... 6 2.2.2 7Ps 理论............................................................................................................ 7 2.3 国内外研究综述 ..................................................................................................... 8 2.3.1 国外研究综述.................................................................................................. 8 2.3.2 国内研究综述.................................................................................................. 9 第三章 中国银行陕西分行手机银行业务营销现状及存在的问题分析...................11 3.1 中国银行陕西分行手机银行业务营销现状 ........................................................11 3.1.1 中国银行陕西分行概况..................................................................................11 3.1.2 中国银行手机银行业务概述..........................................................................11 3.1.3 中国银行陕西分行手机银行业务营销现状................................................ 12目 录 V 3.1.4 中国银行陕西分行手机银行客户满意度评价 ............................................13 3.2 中国银行陕西分行手机银行业务营销中存在的问题分析................................15 3.2.1 市场定位不明确 .............................................................................................15 3.2.2 产品整合程度不高 .........................................................................................15 3.2.3 营销渠道有待拓展 .........................................................................................15 3.2.4 营销模式不科学 .............................................................................................16 3.2.5 服务过程不到位 .............................................................................................16 3.2.6 营销人员综合能力不足 .................................................................................16 第四章 中国银行陕西分行手机银行业务营销环境分析............................................17 4.1 PEST 分析 ..............................................................................................................17 4.1.1 政治环境分析 ................................................................................................17 4.1.2 经济环境分析 ................................................................................................17 4.1.3 社会环境分析 ................................................................................................18 4.1.4 技术环境分析 ................................................................................................19 4.2 五力模型分析........................................................................................................19 4.2.1 供应商的议价能力 .........................................................................................19 4.2.2 购买者的议价能力 .........................................................................................19 4.2.3 潜在进入者的威胁 .........................................................................................20 4.2.4 替代者的威胁 .................................................................................................20 4.2.5 同行业竞争者的竞争程度 .............................................................................20 4.3 内部环境分析........................................................................................................21 4.3.1 企业资源分析 ................................................................................................21 4.3.2 企业文化分析 ................................................................................................21 4.3.3 企业能力分析 ................................................................................................21 4.4 SWOT 分析 ............................................................................................................22 4.4.1 优势分析 ........................................................................................................22 4.4.2 劣势分析 ........................................................................................................23 4.4.3 机会分析 ........................................................................................................23 4.4.4 威胁分析 ........................................................................................................24 第五章 中国银行陕西分行手机银行业务营销策略建议............................................26西北大学硕士学位论文 VI 5.1 STP 营销战略分析 ................................................................................................ 26 5.1.1 客户市场细分................................................................................................. 26 5.1.2 目标市场......................................................................................................... 30 5.1.3 市场定位........................................................................................................ 31 5.2 营销策略组合 ....................................................................................................... 32 5.2.1 产品策略........................................................................................................ 32 5.2.2 价格策略........................................................................................................ 36 5.2.3 渠道策略........................................................................................................ 37 5.2.4 促销策略........................................................................................................ 39 5.2.5 人员策略........................................................................................................ 42 5.2.6 有形展示策略................................................................................................. 43 5.2.7 过程策略......................................................................................................... 44 第六章 中国银行陕西分行手机银行业务营销策略实施的保障措施........................ 46 6.1 制度保障................................................................................................................ 46 6.1.1 完善绩效考核制度......................................................................................... 46 6.1.2 健全合规制度体系......................................................................................... 46 6.2 资金保障................................................................................................................ 46 6.2.1 加大营销宣传费用......................................................................................... 46 6.2.2 配置人事激励费用......................................................................................... 47 6.3 人才保障................................................................................................................ 47 6.3.1 强化队伍建设................................................................................................. 47 6.3.2 加强人才培养................................................................................................. 47 6.4 技术保障................................................................................................................ 48 6.4.1 加强数据分析应用......................................................................................... 48 6.4.2 嵌入人工智能................................................................................................. 48 6.4.3 创新安全认证体系......................................................................................... 48 第七章 结论和展望........................................................................................................ 49 7.1 研究结论 ............................................................................................................... 49 7.2 不足及展望 ........................................................................................................... 50