手机银行的出现始于 1999 年，在 20 年之久的发展过程中，逐渐由商业 银行创新业务和服务的重要渠道转变为应对互联网冲击的转型产品。截至 2018 年，全国近 40 家大中小型商业银行建立了适用于 Android 和 iOS 操作系 统的手机银行 APP，其业务功能模块也覆盖了传统网上银行近 80%的功能。 中国银行 N 分行于 1987 年成立于江西南昌。2020 年中国银行 N 分行正处于 “质变”的关键时期，全行要围绕 APP“月活跃用户”这一核心质变，依托 手机银行实现用户快速增长，力争 2021 年 月活跃用户达到 1 亿，将手机银行 APP 打造成中国银行 N 分行增长最快的客户服务平台。 本文采取“发现问题-立足实际-解决问题”的研究思路，通过分析国内外 手机银行发 展概况、分析中国银行 N 分行手机银行业务和中国银行 N 分行手 机银行营销策略现状，包括用户获取策略现状、用户活跃策略现状、用户留 存策略现状、用户变现策略现状和 用户传播策略现状等；利用问卷调查方法， 得出中国银行 N 分行手机银行在用户增长阶段存在的诸多营销策略存在的问 题。并针对中国银行 N 分行手机银行存在的问题，本文 运用关系营销理论、 长尾理论和 AARRR 理论，提出改善中国银行 N 分行手机银行营销策略的对 策与建议。根据研究可得，对于中国银行 N 分行营销策略的优化，主要可以 从 以下几个方面入手：一是，通过提高行内存量客户渗透、异业合作换取用 户和对互联网平台输出手机银行产品进行用户获取策略优化；二是，通过构 建用户活跃模型、创建用户 激励体系和不同活跃度用户差异化运营的方式进 行用户活跃策略的优化；三是，优化用户产品体验、建立新用户专属服务和 完善流失预警及挽回机制，以提升用户留存率；四是 ，建立数据驱动运营模 式和推进线上无卡化经营；五是，增加用户推荐形式、优化传播场景和半径 和设置专项老带新活动，促进品牌传播；最后，提出优化中国银行 N 分行手 机银行营销策略的保障措施。 希望本次研究能为中国银行 N 分行手机银行进一步提高用户流量指明方 向，为同类银行发展手机银行提供一定指导建议。由于实践和认知的欠缺， 本文未能对手机银行市场进行全方位的研究，后期将进一步深入研究。II 关键词：手机银行 营销策略 AARRR 优化建议III Abstract The emergence of mobile banking began in 1999. In the 20-year development process, mobile banking has gradually changed from an important channel for commercial banks to transform products to cope with the impact of the Internet. As of 2018, nearly 40 large, medium and small commercial banks in China have established mobile banking app suitable for Android and IOS operating system, and its business function module also covers nearly 80% of the functions of traditional online banking. N branch of Bank of China was established in Nanchang,Jiangxi in 1987. In 2020, n branch of Bank of China is in the critical period of "qualitative change". The whole bank should focus on the core qualitative change of app "monthly active users", rely on mobile banking to achieve rapid growth of users, strive to achieve 100 million active users in 2021, and build mobile banking app into the fastest growing customer service platform of Bank of China n branch. This paper adopts the research idea of "finding problems based on reality solving problems", analyzes the development of mobile banking at home and abroad, analyzes the mobile banking business of Bank of China n branch and the marketing strategy of mobile banking of N branch of Bank of China, including the status quo of user acquisition strategy, user active strategy, user retention strategy, user realization strategy and user communication strategy By using the method of questionnaire survey, this paper concludes that there are many problems in the marketing strategy of mobile banking of N branch of Bank of China in the user growth stage. In view of the problems existing in the mobile banking of N branch of Bank of China, this paper uses the theory of relationship marketing, long tail theory and aarrr theory to put forward countermeasures and suggestions to improve the marketing strategy of mobile banking of N branch of Bank of China. According to the research, we can optimize the marketing strategy of N branch of Bank of China mainly from the following aspects: first, improve the bank memory, customer penetration, cross industry cooperation to exchange users, and the Internet platform output of mobile banking products for user acquisition strategy optimization; second, through the construction of user activity model, the creationIV of user incentive system and different levels of activity The third is to optimize the user's active strategy by means of differentiated operation; the third is to optimize the user's product experience, establish the exclusive service for new users and improve the early warning and recovery mechanism of loss, so as to improve the user retention rate; the fourth is to establish the data-driven operation mode and promote online card free operation; the fifth is to increase the form of user recommendation, optimize the communication scene and radius, and set up special old belts Finally, it puts forward the safeguard measures to optimize the marketing strategy of mobile banking of N branch of Bank of China. It is hoped that this study can point out the direction for the mobile banking of Bank of China n branch to further improve the user flow, and provide certain guidance and suggestions for similar banks to develop mobile banking. Due to the lack of practice and cognition, this paper fails to conduct a comprehensive study on the mobile banking market, which will be further studied in the future. Keywords: Mobile Banking; Marketing Strategy; AARRR; Optimization SuggestionsV 目录 摘要 ............................................................ I ABSTRACT ...................................................... III 第 1 章 绪论 ..................................................... 1 1.1 研究背景 ................................................... 1 1.2 研究意义 ................................................... 2 1.3 研究内容 ................................................... 3 1.4 研究方法 ................................................... 4 第 2 章 理论基础和文献综述 ....................................... 6 2.1 相关概述 ................................................... 6 2.1.1 手机银行............................................... 6 2.1.2 营销策 略............................................... 7 2.2 理论基础 ................................................... 7 2.2.1 AARRR 理论 ............................................. 7 2.2.2 关系营销理论.......................................... 10 2.2.3 长尾理 论.............................................. 11 2.2.4 SWOT 分析法 ........................................... 12 2.3 国内外研究现状 ............................................ 12 2.3.1 国外文献综述.......................................... 12 2.3.2 国内文献综 述.......................................... 14 第 3 章 中国银行 N 分行手机银行营销策略现状 ...................... 17 3.1 手机银行发展历程 .......................................... 17 3.1.1 国外手机银行发展概况 .................................. 17 3.1.2 国内手机银行发展概况 .................................. 17 3.2 中国银行 N 分行手机银行发展现状 ............................ 19 3.2.1 中国银行 N 分行手机银行发展现状 ........................ 19VI 3.2.2 中国银行 N 分行手机银行营销策略现状 .................... 20 3.3 中国银行 N 分行手机银行营销策略 SWOT 分 析.................... 24 3.3.1 优势分析.............................................. 24 3.3.2 劣势分析.............................................. 25 3.3.3 机会分析.............................................. 25 3.3.4 威胁分析.............................................. 26 第 4 章 中国银行 N 分行手机银 行营销策略存在的问题 ................ 27 4.1 中国银行 N 分行手机银行用户画像分析 ........................ 27 4.1.1 画像构成分 析.......................................... 27 4.1.2 用户画像分析.......................................... 31 4.2 调查分析 .................................................. 31 4.2.1 调查设计.............................................. 31 4.2.2 问卷分 析.......................