近些年，随着移动支付的快速普及，互联网金融已成为商业银行经营运作 的重要形式。个人手机银行作为移动金融的服务终端，给人们带来了极大方便， 也成为各商业银行开展新业务、拓宽服务渠道的重要途径。 PZH市地处中国川西南、滇西北，是一座因矿而建、因钢而兴的新兴工业 城市，常住人口123.6万人。工行PZH分行整体业务在PZH市金融市场发展中 一直位居前列，但其个人手机银行业务面临巨大的挑战，一方面其他商业银行 不断创新自己的个人手机银行产品，加强客户营销，极力寻找创新金融服务机 会；另一方面工行PZH分行自身在市场分析和定位上较为模糊，营销方式和营 销策略上存在一定的不足。鉴于PZH市地域情况限制，各商业银行存在一定的 共性，因此，本文研究是很有实际意义的。 本文以工行PZH分行个人手机银行业务作为研究对象，首先阐述研究背景 及意义，对研究思路及方法做出介绍，并对营销环境和营销现状进行分析，提 出面临的主要问题。其次通过对市场细分调查与分析，确定目标市场及市场定 位。最后结合7P理论提出具体营销策略，并为保证营销策略的顺利实施，提出 措施与保障。 关键词：工行PZH分行，个人手机银行业务，营销策略 昆明理工大学专业学位硕士学位论文工行PZH分行个人手机银行业务营销策略研究 II Abstract Inrecentyears,withtherapidpopularizationofmobilepayment,Internet financehasbecomeanimportantformofoperationofcommercialbanks.Asthe serviceterminalofmobilefinance,personalmobilebankingbringsgreat conveniencetopeople,andalsobecomesanimportantwayforcommercialbanksto developnewbusinessandbroadenservicechannels. PZHcityislocatedinSouthwestSichuanandNorthwestYunnanofChina.Itis anewindustrialcitybuiltbyminingandprosperedbysteel,withapermanent populationof1236000.TheoverallbusinessofICBCPZHbranchhasalwaysbeen intheforefrontinthedevelopmentofPZHfinancialmarket,butitspersonalmobile bankingbusinessisfacinggreatchallenges.Ontheonehand,othercommercial bankscontinuetoinnovatetheirownpersonalmobilebankingproducts,strengthen customermarketing,andstrivetofindinnovativefinancialserviceopportunities;on theotherhand,ICBCPZHbranchitselfisvagueinmarketanalysisandpositioning, marketingTherearesomedeficienciesinthewayandmarketingstrategy.Inviewof thegeographicallimitationsofPZHCity,commercialbankshavecertain commonalities.Therefore,thisstudyisofgreatpracticalsignificance. ThispapertakesthepersonalmobilebankingofPZHbranchofICBCasthe researchobject.Firstly,itexpoundstheresearchbackgroundandsignificance, introducestheresearchideasandmethods,analyzesthemarketingenvironmentand marketingstatus,andputsforwardthemainproblems.Secondly,throughthe investigationandanalysisofmarketsegmentation,determinethetargetmarketand marketpositioning.Atlast,itputsforwardthespecificmarketingstrategybasedon 7ptheory,andputsforwardthemeasuresandguaranteetoensurethesmooth implementationofthemarketingstrategy. Keywords：ICBCPZHbranch,Personalmobilebanking,marketingstrategy 昆明理工大学专业学位硕士学位论文工行PZH分行个人手机银行业务营销策略研究 i 目录 摘要..............................................................................................................I ABSTRACT...................................................................................................II 第一章绪论...............................................................................................1 1.1研究背景和研究意义........................................................................1 1.1.1研究背景......................................................................................1 1.1.2研究意义......................................................................................1 1.2国内外文献综述................................................................................2 1.2.1国外研究现状..............................................................................3 1.2.2国内研究现状..............................................................................4 1.3研究思路和研究框架........................................................................5 1.3.1研究思路......................................................................................5 1.3.2研究框架......................................................................................6 1.4研究方法............................................................................................6 1.4.1文献查阅法..................................................................................7 1.4.2案例分析法..................................................................................7 1.4.3比较分析法..................................................................................7 1.4.4问卷调查法..................................................................................7 第二章理论概述.......................................................................................8 2.1营销策略的相关概念及理论............................................................8 2.1.1PEST分析法.................................................................................8 2.1.2SWOT分析法...............................................................................9 2.1.37P理论.........................................................................................9 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 昆明理工大学专业学位硕士学位论文工行PZH分行个人手机银行业务营销策略研究 ii 2.2.3手机银行发展历程....................................................................12 2.2.4手机银行形态............................................................................13 第三章工行PZH分行个人手机银行业务营销现状和营销环境分析14 3.1工行PZH分行个人手机银行业务营销现状................................14 3.1.1工行PZH分行概况...................................................................14 3.1.2工行PZH分行个人手机银行业务..........................................14 3.2工行PZH分行个人手机银行业务营销环境分析........................22 3.2.1外部环境分析............................................................................22 3.2.2内部环境分析............................................................................24 3.2.3SWOT分析.................................................................................25 3.3工行PZH分行个人手机银行业务营销中存在的问题................29 3.3.1产品本身的问题........................................................................29 3.3.2同业竞争的问题........................................................................30 3.3.3客户管理的问题........................................................................30 3.3.4营销宣传的问题........................................................................31 3.3.5内部管理的问题........................................................................32 第四章工行PZH分行个人手机银行业务市场细分和定位...............33 4.1市场细分..........................................................................................33 4.1.1市场细分概述............................................................................33 4.1.2市场调查与分析........................................................................34 4.1.3工行PZH分行市场细分..........................................................39 4.2工行PZH分行个人手机银行业务目标市场................................44 4.3市场定位..........................................................................................44 4.3.1多样化功能定位........................................................................44 4.3.2创新定位....................................................................................44 4.3.3整合定位....................................................................................45 第五章工行PZH分行个人手机银行业务营销策略及实施保障.......46 昆明理工大学专业学位硕士学位论文工行PZH分行个人手机银行业务营销策略研究 iii 5.1工行PZH分行个人手机银行业务营销策略选择........................46 5.1.1产品策略....................................................................................46 5.1.2价格策略................................