近几十年来，在第三次工业革命的带动下，全球经济获得快速发展，特别是 全球人均GDP生产总值从2000年的5453.4美元到2011年达到10420.6美元首 次突破1万美元后，标志着发达地球的来临。主要经济体个人所有拥有的财富显 著增长，推动中产阶级和渐富人群成为社会人群结构的主体。个人所面临的财务 场景伴随着经济增长也在快速走向复杂化。 对个人财务管理在新时代的研究，有助于结合国内外发展趋势，深入总结移 动端个人财务管理APP产品的发展与普及将引发的个人财务管理方式的全新改 变，对指导行业发展，推动行业更好的响应用户的服务，找准创新点，推动改善 大众普遍缺乏财商教育和基本财务技能的现状有较强的理论指导意义。 本文主要针对随手科技（全称：深圳市随手科技有限公司）旗下个人财务管 理APP产品面向移动互联网生态深化发展趋势下的竞争战略研究，为随手科技 应对挑战，抓住新的发展机遇提供思路。同时，也为中国个人财务管理行业的发 展研究提供借鉴。 具体来说，本文通过对随手科技个人财务管理APP产品竞争战略的研究，结 合随手科技的实际情况，运用Pest分析模型，五力竞争模型，SWOT分析法对随 手科技个人财务管理APP产品竞争战略的外部环境与内部条件进行研究。在研究 思路上，首先介绍了本文的选题背景、研究意义、研究思路、写作框架，以及研 究方法和研究工具。 然后对战略管理相关理论进行了阐述，介绍了战略管理理论的概念、战略管 理理论的新观点。其次，结合随手科技的实际，分别介绍了随手科技个人财务管 理APP产品发展现状及问题，以及深度发展所面临的宏观环境、行业环境、内部 条件等。在移动端个人财务管理行业这一新兴领域，针对性的提出随手科技在战 略上的选择与实施策略。 在实施途径部分，围绕产品设计、运营强化、服务场景渗透、人工智能与大 数据的运用、个人报税功能推出、大众财商教育等板块分别进行了研究分析。最 后得出本文研究的结论，并对随手科技个人财务管理APP产品未来发展战略做 出了展望。 关键词：移动互联网；个人财务管理；随手科技；APP；竞争战略 II Abstract In recent decades, driven by the third industrial revolution, the global economy has achieved rapid development, especially after the global GDP per capita exceeded 10,000 us dollars for the first time from 5,453.4 us dollars in 2000 to 10,420.6 us dollars in 2011, marking the arrival of developed earth. The significant increase in the wealth owned by individuals in major economies has pushed the middle class and the increasingly wealthy into the majority of the population structure. The financial landscape facing individuals is rapidly becoming more complex as the economy grows. On the research of the personal financial management in the new era, to combine development trend both at home and abroad, further summarizes the mobile end the development and popularity of the personal financial management APP products will lead to personal financial management mode of new changes, to guide industry development, promote the better response to the user's service industry, for innovation, improve the widespread lack of financial education and the current situation of basic financial skills strong theoretical guiding significance. This paper mainly focuses on the research on the competitive strategy of the personal finance management APP product of handy technology (full name: shenzhen SUISHOU technology co., LTD.) under the trend of deepening the development of mobile Internet ecology, so as to provide ideas for the handy technology to meet the challenges and seize the new development opportunities. At the same time, it also provides a reference for the development of China's personal financial management industry. Specifically, this paper studies the external environment and internal conditions of the competitive strategy of the handy technology personal financial management APP product through the research on the competitive strategy of the handy technology personal financial management APP product, combines the practical situation of the handy technology, USES Pest analysis model, five forces competition model and III SWOT analysis method to study the external environment and internal conditions of the competitive strategy of the handy technology personal financial management APP product. In terms of research ideas, this paper firstly introduces the background, research significance, research ideas, writing framework, research methods and research tools of this paper. Then it expounds the theory of strategic management, introduces the concept of strategic management theory and the new viewpoint of strategic management theory. Secondly, based on the actual situation of the company, this paper introduces the development status and problems of the personal financial management APP products of the company, as well as the macro environment, industry environment and internal conditions faced by the in-depth development. In the emerging field of personal finance management on mobile terminals, this paper makes an in-depth analysis of the similarities and differences between Chinese and American personal finance management industries in policy, environment and development stage, and puts forward the strategic selection and implementation strategies of handy technology. In the implementation approach part, research and analysis are carried out on product design, operation strengthening, service scene penetration, application of artificial intelligence and big data, introduction of personal tax declaration function, public financial intelligence education, etc. Finally, the conclusion of this paper is drawn, and the future development strategy of the handy technology personal finance management APP is forecasted. Keywords: mobile internet；personal financial management；Sui Shou technology；APP；competitive strategy IV 目 录 摘要 ........... I ABSTRACT ............................ II 一、绪论 .. 1 （一）研究背景及意义 ............... 1 1.研究背景 1 2.研究意义 .............................. 1 （二）研究综述与理论依据 ...... 2 1.研究综述 .............................. 2 2.主要理论依据 .................... 4 （三）研究方法 .............................. 6 1.文献研究法 .......................... 6 2.案例研究法 .......................... 6 3.模型分析法 .......................... 6 （四）研究内容与论文框架 ...... 7 1.研究内容 7 2.论文的研究框架 ................. 7 二、 随手科技个人财务管理APP产品发展环境分析 ............................. 9 （一）总体市场环境分析 ........... 9 1.我国移动移动互联网总体发展情况 ......... 9 （二）宏观环境分析 ................. 11 1.政治法律环境分析 ......... 11 2.经济环境分析 .................. 12 3.社会文化环境分析 ......... 12 4.技术环境分析 .................. 12 （三）行业环境分析 ................. 13 1.供应商议价能力分析 .... 13 2.购买者议价能力分析 .... 14 3.新进入者的威胁分析 .... 14 4.替代品的威胁分析 ......... 15 V 5.同业竞争者的竞争程度分析 ..................... 15 （四）内部环境 ........................... 15 1.公司简介 ............................ 15 2.公司内部资源分析 ......... 16 三、 随手科技个人财务管理APP产品竞争战略选择 .......................... 21 （一）随手科技个人财务管理APP产品SWOT分析 .................... 21 1.优势分析 ............................ 21 2.劣势分析 ............................ 22 3.市场机会 ............................ 23 4.竞争威胁 ............................ 24 5.SOWT组合分析 .............. 25 （二）竞争战略制定 ................. 27 1.随手科技个人财务管理APP产品的战略目标 .................. 27 2.竞争战略比较分析 ......... 27 3.差异化竞争战略选择 .... 29 4.战略重点 ............................ 29 四、差异化竞争战略的实施 ................... 31 （一）增强互动机制提升产品差异化 ............... 31 1.增强任务引导设计牵引用户成长 ........... 32 2.在记账过程中增加“游戏化” ...................... 33 3.基于多账本场景打造服务生态 ................ 34 （二）加强对个人金融服务链条的渗透 .......... 35 1.提升对金融服务场景的聚合 ..................... 35 2.以智能化水平增强用户金融交易决策的依赖 .................. 36 3.借个税申报新政强化刚需场景 ................ 37 （三）基于财商教育打造差异化的营销势能 . 38 1. 以记账工具为核心打造特色财商教育体系 ..................... 39 2.以公益教育为切入点覆盖主流学生活跃群体 .................. 40 3. 通过大众财商教育样板做政策红利的推动者 ................ 41 五、差异化竞争战略实施的保障措施 .................... 43