-I- 摘要 目前网络基本覆盖我国各个地区，5G网络时代已然来临。在这种大环境下， 手机银行高速发展。从当前的情况来看，手机银行因新颖的综合服务而受到很多用 户关注。为满足更多客户的移动办公要求，以确保用户可随时、随地开启工作，手 机银行开通了很多线上交易业务，用户只需拥有一部手机，就可高效、快捷的在线 交易。因而，手机银行发展潜力仍然巨大。本文采用理论联系实际的方式，以交通 银行秦皇岛分行为案例，详细的对其营销策略进行研究，相关研究内容也填补了快 速发展的手机银行业务营销策略研究的未开发部分。在总结已有研究经验的基础 上，希望通过对交行秦皇岛分行手机银行业务深入的分析和研究，能够对交行的发 展提供参考，同时有利于提升交行营业收入、扩大影响力，从而使交通银行秦皇岛 分行借助手机银行业务在同行业的激烈竞争中充分利用自己的优势和资源，脱颖而 出。 首先，介绍研究背景，总结以往的相关研究结论，然后对国内外营销策略发展 状况进行详细论述。本文对此分行手机银行营销情况进行深入剖析，并找出其发展 过程中存在的问题，然后提出相应的解决策略。 其次，本文引入了先进的分析法比如PEST、及SWOT分析方法等展开研究。 然后再根据交行秦皇岛分行线上业务发展现状，有针对性的对其营销环境相关因素 进行综合分析。 再次，以STP理论为指导，以交通银行手机银行用户数据为依据，进行市场细 分。并在此基础上确定交行秦皇岛分行手机银行营销策略。 最后，结合实际情况，并根据业务发展需要，从完善人才培养、手机银行的优 化等方面提出确保此银行营销策略落实的措施，本次研究可为之后此方面的研究提 供参考，也为交行的发展提供一定的借鉴。 关键词：商业银行；手机银行；营销策略；市场细分 燕山大学工商管理硕士学位论文 -II- Abstract Today,thenetworkbasicallycoversalmostallregionsofChina,andtheageof5G networkhascome.Inthisenvironment,mobilebankingdevelopsrapidly.Fromthe currentsituation,mobilebankinghasattractedalotofusers'attentionbecauseofits novelintegratedservices.Inordertomeetthemobileofficerequirementsofmore customers,toensurethatuserscanstartworkatanytimeandanywhere,mobilebanking hasopenedalotofonlinetransactionservices,usersonlyneedtohaveamobilephone, theycanefficientlyandquicklyonlinetransaction.Therefore,thedevelopmentpotential ofmobilebankingisstillhuge.Inthispaper,themarketingstrategyofBankof communicationsQinhuangdaoisstudiedindetailbycombiningtheorywithpractice,and therelevantresearchcontentalsofillstheundevelopedpartoftherapiddevelopmentof mobilebankingmarketingstrategyresearch.Onthebasisofsummarizingtheexisting researchexperience,Ihopethatthroughin-depthanalysisandResearchonmobile bankingbusinessofQinhuangdaobranchofBankofcommunications,itcanprovide referenceforthedevelopmentofBankofcommunications,atthesametime,itcanhelp toimprovetheoperatingrevenueandexpandtheinfluenceofBankofcommunications, sothatQinhuangdaobranchofBankofcommunicationscanmakefulluseofits advantagesandresourcesinthefiercecompetitionofthesameindustrywiththehelpof mobilebankingbusiness,standout. Firstly,itintroducestheresearchbackground,summarizesthepreviousresearch conclusions,andthendiscussesthedevelopmentofmarketingstrategiesathomeand abroadindetail.Thispaperdeeplyanalyzesthemarketingsituationofmobilebankingin thisbranch,findsouttheproblemsinitsdevelopmentprocess,andthenputsforward correspondingsolutions. Secondly,PEST,standardanalysismethodandSWOTanalysismethodareusedto comprehensivelyanalyzetheinternalandexternalresourcesandmarketingenvironment Abstract -III- relatedfactorsofmobilebankingmarketingwork. Third,withSTPtheoryasguidance,basedonBankofCommunicationsmobile bankinguserdata,marketsegmentation.Onthebasisofthis,itdeterminesthemobile bankingmarketingstrategyoftheQinhuangdaobranch. Finally,thispaperisbasedonthelatestresearchconclusionsfromthelatest perspectiveandcombinedwiththecharacteristicsoftheenterprise,Fromthefour dimensionsofimprovingtalenttraining,productinnovationforcustomergroups, optimizationofmobilebanking,integrationandinnovationofservicemarketingconcepts, thispaperputsforwardsomemeasurestoensurethatthismarketingstrategycanactually falltotheground. Keywords:commercialbank;mobilebanking;marketingstrategy;marketclassification 目录 -V- 目录 摘要..........................................................................................................................I Abstract.......................................................................................................................II 第1章绪论...........................................................................................................1 1.1研究的背景和意义......................................................................................1 1.1.1研究背景...........................................................................................1 1.1.2研究意义...........................................................................................4 1.2国内外研究现状..........................................................................................5 1.2.1国外研究现状...................................................................................5 1.2.2国内研究现状...................................................................................6 1.2.3研究现状评述...................................................................................7 1.3研究内容和研究方法..................................................................................8 1.3.1研究内容...........................................................................................8 1.3.2研究方法...........................................................................................8 第2章相关概念与理论基础.................................................................................10 2.1手机银行相关概念界定............................................................................10 2.1.1手机银行定义.................................................................................10 2.1.2手机银行的业务种类.....................................................................11 2.1.3手机银行业务的竞争优势.............................................................12 2.1.4手机银行发展制约因素.................................................................13 2.2营销相关理论............................................................................................14 2.2.1STP理论..........................................................................................14 2.2.2SWOT分析法..................................................................................15 2.2.3PEST分析法....................................................................................17 2.3本章小结....................................................................................................18 第3章交通银行秦皇岛分行手机银行营销现状及环境分析.............................19 3.1交通银行秦皇岛分行及手机银行业务....................................................19 3.1.1交通银行秦皇岛分行概况.............................................................19 燕山大学工商管理硕士学位论文 -VI- 3.1.2交通银行手机银行业务.................................................................20 3.2交通银行秦皇岛分行手机银行业务营销现状........................................22 3.2.1手机银行产品结构现状.................................................................22 3.2.2营销途径及方法.............................................................................23 3.2.3营销人员及目标客户群.................................................................24 3.2.4技术支撑.........................................................................................24 3.3交通银行秦皇岛分行手机银行营销环境分析........................................25 3.3.1交行秦皇岛分行手机银行营销宏观环境分析.............................25 3.3.2交行秦皇岛分行手机银行营销微观环境分析.............................28 3.4交通银行秦皇岛分行手机银行业务SWOT分析...................................32 3.4.1优势分析.........................................................................................32 3.4.2劣势分析.........................................................................................33 3.4.3机会分析.........................................................................................34 3.4.4威胁分析.........................