I 摘要 基于移动支付的革新，互联网金融已变成商业银行服务的一种核心模式。 手机银行作为移动金融的服务载体，已成为商业银行拓展客户的新渠道，也是 商业银行增收的新途径。 PZH市地处我国四川省西南部，云南省西北部，是一座因钢而兴，因矿而 建的城市，常住人口123.6万人。PZH商业银行属于PZH市地方性银行，在PZH 市金融同业中大部分业务市场占比均在前列，但手机银行业务一直处于劣势。 PZH市商业银行一直致力于打造使用率和接受度更高的手机银行产品，以获取 更多更优质的客户，但与此同时，PZH市商业银行手机银行产品缺陷，缺乏科 学和可行的营销策略等方面的问题也逐渐暴露，对于PZH市商业银行手机银行 业务的发展，对部分城市商业银行而言具有一定的共性，因此，本文研究是很 有实际意义的。 本文以PZH商业银行手机银行为研究对象，首先对研究背景及意义进行阐 述，并介绍研究思路及方法，提出研究的技术路线，同时对PZH市商业银行手 机银行营销现状进行全面分析，强调面临的主要问题在于产品本身存在的问题、 同业竞争存在的问题、营销渠道存在的问题、营销方式存在的问题、营销人员 存在的问题、内部管理存在的问题、客户管理存在的问题，第二，通过对手机 银行市场的SWOT分析，利用主成分分析方法对结果进行定量分析，确定PZH 商业银行手机银行在市场上的策略选择。最后，结合7P理论提出一系列适合PZH 商业银行手机银行的营销策略优化，包括产品、价格、渠道、促销、人员、有 形展示和过程等策略优化，并提出措施及保障，以确保成功实施营销策略。 关键词：PZH商业银行，手机银行，营销策略 Abstract II Abstract Based on the innovation of mobile payment, Internet finance has become a core mode of commercial banking services. As the service carrier of mobile finance, mobile banking has become a new channel for commercial banks to expand customers and increase their income. PZH city is located in the southwest of Sichuan Province and the northwest of Yunnan Province. It is a city built for steel and mining, with a permanent resident population of 1.236 million. PZH commercial bank belongs to the local bank of PZH City, and most of the business market share in the financial industry of PZH city is in the forefront, but the mobile banking business has always been at a disadvantage. PZH City Commercial Bank has been committed to building mobile banking products with higher utilization and acceptance, so as to obtain more and better customers. However, at the same time, the defects of mobile banking products and the lack of scientific and feasible marketing strategies of PZH City Commercial Bank are gradually exposed, which is of great significance to the development of mobile banking business of PZH City Commercial Bank, For some city commercial banks, there are some similarities, so this paper is of great practical significance. This paper takes mobile banking of PZH commercial bank as the research object. Firstly, it expounds the research background and significance, introduces the research ideas and methods, and puts forward the technical route of the research. At the same time, it makes a comprehensive analysis of the marketing status of mobile banking of PZH commercial bank, and emphasizes that the main problems are the problems existing in the product itself, the problems existing in the industry competition, the problems existing in the marketing of mobile banking Second, through the SWOT analysis of mobile banking market, using the principal component analysis method to analyze the results quantitatively, to determine the PZH commercial bank mobile banking strategy choice in the market. Finally, combined with 7p theory, this paper Abstract III puts forward a series of marketing strategy optimization for mobile banking of PZH commercial banks, including product, price, channel, promotion, personnel, tangible display and process optimization, and puts forward measures and guarantee to ensure the successful implementation of marketing strategy. Keywords: PZH Commercial Bank, Mobile Banking, Marketing Strategy 目录 IV 目 录 摘要 ...................................................... I 第一章 绪论 ............................................... 1 1.1 选题背景 ..................................................... 1 1.2 研究意义 ..................................................... 2 1.3国内外研究现状 ................................................ 2 1.3.1国外研究现状 ....................................................... 3 1.3.2国内研究现状 ....................................................... 3 1.4 研究内容 ..................................................... 5 1.5 研究方法 ..................................................... 5 1.6 研究思路 ..................................................... 6 1.7 技术路线 ................................................... 8 第二章 相关概念及理论概述 ...................................... 9 2.1 市场营销相关概念及理论 ....................................... 9 2.1.1 7P营销理论 ........................................................ 9 2.1.2 服务营销理论 ..................................................... 10 2.2 手机银行概述 ................................................ 11 2.2.1手机银行定义 ...................................................... 11 2.2.2手机银行特点 ...................................................... 11 2.2.3手机银行发展历程 .................................................. 12 2.2.4手机银行形态 ...................................................... 12 第三章 PZH商业银行手机银行营销现状及SWOT分析 ........... 14 3.1 PZH商业银行概况 ............................................ 14 3.2 PZH商业银行手机银行业务 .................................... 14 3.2.1主要服务功能 ...................................................... 14 3.2.2开通方式 .......................................................... 15 目录 V 3.3 PZH商业银行手机银行营销现状分析 ............................ 15 3.3.1手机银行产品功能分析 .............................................. 15 3.3.2手机银行营销渠道现状分析 .......................................... 17 3.3.3手机银行用户数分析 ................................................ 18 3.3.4手机银行用户活跃度分析 ............................................ 20 3.3.5手机银行用户交易笔数与金额分析 .................................... 21 3.3.6人员及管理制度分析 ................................................ 22 3.4 PZH商业银行手机银行营销存在的问题 .......................... 22 3.4.1产品本身存在的问题 ................................................ 22 3.4.2价格竞争存在的问题 ................................................ 22 3.4.3营销渠道存在的问题 ................................................ 24 3.4.4促销方式存在的问题 ................................................ 25 3.4.5营销人员存在的问题 ................................................ 25 3.4.6有形展示中存在的问题 .............................................. 26 3.4.7营销过程存在的问题 ................................................ 26 3.5 PZH商业银行手机银行SWOT分析 ............................... 27 3.5.1优势分析 .......................................................... 28 3.5.2劣势分析 .......................................................... 29 3.5.3机会分析 .......................................................... 30 3.5.4威胁分析 .......................................................... 32 3.5.5 SWOT分析总结 ..................................................... 33 3.6 基于主成分分析法的PZH商业银行手机银行营销策略选择 ........... 34 3.6.1 分析流程 ......................................................... 34 3.6.2 SWOT定量分析PZH商业银行手机银行营销策略 ........................ 34 第四章 PZH商业银行手机银行营销策略优化 .................. 45 4.1 产品策略优化 ................................................ 44 4.2 价格策略优化 ................................................ 44 4.3 渠道策略优化 ................................................ 46 4.4 促销策略优化 ................................................ 47 4.5 人员策略优化 ................................................ 48 4.6 有形展示策略优化 ............................................ 50 目录 VI 4.7 过程策略优化 ................................................ 51 第五章 PZH商业银行手机银行营销策略实施保障 .............. 53 5.1 建设人才队伍 .....................