近些年，随着互联网、大数据以及电子商务等行业的迅速发展，我国的各大银 行也在逐步改变传统的经营模式。尤其是国内一些规模较大的商业银行依据自身拥 有的广阔用户资源、高新技术支持以及较大的市场占有率等行业优势，加大力度改 进网上银行和手机银行等电子银行的业务体系。这在很大程度上改变了银行客户进 行电子消费的方式，同时改变了客户办理银行业务的传统柜台方式，为银行经营范 围的拓展以及新的利益增长点的实现提供了重要契机。因此，手机银行业务成为了 各大商业银行进行市场利益争夺的新方向。 本文选取ZX银行为研究对象，并以ZX银行郑州R支行为具体案例，对其手 机银行业务发展策略问题展开研究：首先，本文对手机银行的概念做了简要分析， 并分析了商业银行手机银行在实际运用中的竞争策略。其次，从宏观环境以及微观 环境两个角度分析ZX银行手机业务营销策略的总体环境，接下来全面总结了我国 手机银行业务总体的发展现状，同时介绍了ZX银行郑州R支行手机银行业务发展 历程以及在发展过程中所取得的成绩。通过与国内手机银行业务综合竞争力较强的 工商银行、建设银行以及创新能力强的招商银行，分别从操作简便性、功能完善程 度、安全性以及业务特色这四个方面进行系统的比较分析，指出ZX银行手机银行 所存在的不足，探寻ZX银行手机银行未来的发展策略。 本文的结论：ZX银行手机银行在未来的激烈市场竞争过程中必须抓住手机银 行业务的转型关键点。详细来讲，ZX银行作为股份制银行的新起之秀，应当充分 借鉴工商银行、建设银行等这些国有制大型商业银行的成功经验，不断加大科技投 入，逐渐提高客户使用手机银行的体验度，依靠新颖的、人性化的、全面的功能， 从而逐渐建立起ZX银行手机银行品牌。ZX银行应当依据客户的不同性质来制定具 有针对性的业务方案、增强与市场第三方移动支付平台的合作、加强品牌宣传度、 提高员工的营销能力、加强业务创新来不断提高用户的产品体验等措施，增强手机 银行业务的市场竞争力，进而提高手机银行业务的市场份额。 关键词：股份制银行；手机银行；竞争策略 abstract II Abstract In recent years, with the rapid development of the Internet, big data and e-commerce industries, China's major banks have gradually changed the traditional business model. In particular, some large-scale commercial banks in China have focused on the construction of e-banking services systems such as online banking and mobile banking, based on their vast user resources, high-tech supports and large market shares. This has greatly changed the way that bank customers conduct electronic consumption, and at the same time changed the traditional counter mode for customers to handle banking business. This provides an important opportunity for the expansion of bank business and the new profit growth points. Therefore, the mobile banking business has become a new direction for major commercial banks to compete in the market. This paper selects ZX Bank as the research object, and studies the development strategy of mobile banking business with the specific case of Zhengzhou R branch . Firstly, this paper makes a brief analysis of the concept of mobile banking and analyzes the competitive strategy of the mobile banking business of commercial banks in the market . Secondly, it analyzes the overall environment of ZX Bank's mobile banking business marketing strategy from the perspective of macro-environment and micro-environment. Then it summarizes the current development status of mobile banking business in China's market, and introduces the development and the historic achievements of the mobile banking of ZX Bank Zhengzhou R Branch .Through the comparison with Industrial and Commercial Bank of China(ICBC) and China Construction Bank both having strong comprehensive competitiveness in domestic mobile banking business, and with China Merchants Bank strong in innovation in this field, in four aspects as operational simplicity, functional perfection, security and business characteristics, this paper analyzes the weakness of ZX Bank mobile banking business through the differentiated comparison process and explores the future ZX银行手机银行业务发展策略研究 III development strategies of the mobile banking business of ZX bank. The conclusion of this paper is that ZX Bank must seize the key point of the transformation of mobile banking in the fierce market competition in the future. In detail, as a promising newcomer to joint-stock banks, ZX Bank should learn fully from the successful experience of such large-scale and state-owned commercial banks as ICBC and China Construction Bank，invest more in R&D on mobile banking business and thus improve its customers’ experiences effectively, and gradually promote its mobile banking brand by making it more creative ,human-orientation and comprehensive. ZX bank should formulate targeted business plans based on the different characteristics of their customers, enhance cooperation with third-party mobile payment platforms in the market, strengthen brand publicity, improve employees' marketing capabilities, strengthen its business innovations to continuously improve users' product experience, and enhance its market competitiveness in mobile banking, thereby improve its mobile banking market share. Keywords: Joint-stock bank; Mobile banking; Competitive strategy 目录 IV 目 录 绪 论 ······· 1 一、研究背景和研究意义 ················· 1 （一）研究背景 ········ 1 （二）研究意义 ········ 2 二、文献综述 ·············· 3 （一）商业银行业务发展策略相关研究 ·············· 3 （二）手机银行业务发展策略相关研究 ·············· 4 三、研究内容与方法 ····· 8 （一）主要研究内容 ·· 8 （二）研究方法 ·······10 四、研究重点和创新点 · 11 （一）研究重点 ······· 11 （二）论文可能存在的创新点 ······· 11 第一章 相关概念及理论基础 ·······12 第一节 手机银行简述 ··12 一、手机银行的定义 ·12 二、手机银行的分类 ·12 三、手机银行的主要功能 ·············13 第二节 商业银行手机银行业务的竞争策略 ···········14 一、提升用户满意度 ·14 二、探寻自身优势 ····14 三、观察竞争环境的改变 ·············14 四、提高产品服务水平 ················15 第二章 ZX银行手机银行业务发展环境分析 ···16 第一节 宏观环境分析 ··16 一、政策环境 ··········16 二、经济环境 ··········16 三、社会环境 ··········17 四、技术环境 ··········19 第二节 微观环境分析 ··19 一、企业自身环境 ····19 ZX银行手机银行业务发展策略研究 V 二、同行业环境 ·······21 三、客户环境 ··········26 第三章 ZX银行手机银行业务发展现状分析 ···28 第一节 国内手机银行业务发展现状 ··28 一、手机银行业务进入高速发展阶段 ················28 二、企业版手机银行业务的潜能巨大 ················29 第二节 ZX银行手机银行业务发展现状 ···············30 一、ZX银行手机银行业务发展历程30 二、ZX银行手机银行业务发展现状32 第三节 ZX银行与其他银行手机银行业务比较分析 35 一、手机银行操作简便性 ·············35 二、手机银行功能的完善度 ··········37 三、手机银行安全性 ·39 四、手机银行业务特色 ················40 第四章 ZX银行手机银行业务发展策略选择 ···42 第一节 设计面向不同客户的个性化方案 ··············42 一、公司企业用户 ····42 二、个人居民用户 ····43 第二节 加强品牌宣传力度 ··············43 一、加大力度宣传提高知名度 ·······43 二、加强营业网点人员的营销能力建设 ·············44 第三节 提升客户体验 ··44 一、以客户体验为中心 ················44 二、扩增客户的体验渠道 ·············44 三、持续改善用户体验 ················45 第四节 增强手机银行业务的创新水平 ·················45 一、学习与借鉴电子商务创新模式 ·45 二、强化银行增值业务的创新 ·······45 三、加强专业人才的培养 ·············46 第五节 深化与第三方移动支付平台的合作 ···········46 一、加大与运营商之间的合作力度 ·46 二、完善手机银行代缴费功能 ·······47 第五章 ZX银行手机银行业务发展策略保障措施 ··············49 第一节 加强营销渠道建设 ··············49 目录 VI 第二节 加强手机银行功能建设 ········50 第三节 加大手机银行技术投入 ········50 第四节 大胆创新功能设计 ··········