摘要
摘要
随着我国互联网金融的快速发展，手机银行逐渐成为商业银行承接移动式金融服
务的核心载体，成为各家商业银行进行线上转型、构建数字化银行的触手与竞争焦点。
工商银行 S分行手机银行在业务营销中存在的一系列问题，对该行手机银行业务的健
康、可持续发展形成了强有力的挑战。如何在严峻的竞争环境中，利用优势资源取长
补短，合理改进手机银行营销策略，进一步提升工商银行 S分行手机银行的市场影响
力，成为当今需迫切突破的命题。
本文的研究对象为中国工商银行 S分行手机银行。本文首先根据 4Ps营销理论，
以中国工商银行 S分行手机银行营销模块为分析对象，找出问题并提出对策建议。其
次，利用 SWOT及 PEST分析方法，分析该行手机银行业务所面临的内外部环境，
得出 SWOT分析矩阵；随后，利用 STP目标市场分析理论，提出适用于该行手机银
行的营销策略改进方案；最后经过全面详细的分析，得到中国工商银行 S分行手机银
行营销业务的改进提升方案所需要的实施保障内容。
本文对其手机银行进行深度探究，分析其发展所处的市场环境与营销机制改进方
向，以期对该行利用自身与互联网金融的优势，使手机银行成为提升客户体验、降低
运营成本、争夺长尾客户、提升金融服务变现能力的利器方面提供参考。
关键词：工商银行；手机银行；营销策略；
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ABSTRACT
ABSTRACT
With the rapid development of Internet finance in China, mobile banking is becoming
the core carrier for commercial banks to undertake mobile financial services, and has
become the tentacle and focus of competition for commercial banks to transform online
and build digital banks.There are a series of problems in the sale of mobile banking of
ICBC S branch, posing a strong challenge to the healthy and sustainable development of
the bank's mobile banking business. How to use superior resources to complement each
other in a severe competitive environment, rationally optimize mobile banking marketing
strategies, and further enhance the market influence of ICBC S branch mobile banking has
become a proposition that needs urgent breakthroughs.
The research object of this article is S branch of ICBC, this article first uses 4Ps
marketing theory to analyze the
progress and problems of ICBC S branch mobile
banking marketing, and finds out the bottlenecks and problems existing in the bank’s
mobile banking marketing; then,using the SWOT and PEST analysis methods to analyze
the marketing environment of the bank’s mobile banking business, and get a SWOT
analysis matrix; secondly, use the STP target market analysis theory to propose a marketing
strategy optimization plan suitable for the bank’s mobile banking; finally, on the basis of
the previous analysis, respectively From the aspects of system guarantee, capital guarantee,
talent guarantee, and technical guarantee, it proposes supporting implementation guarantee
measures for the marketing plan.
This article conducts a strategic and comprehensive research on its mobile banking,
exploring the market trends and marketing mechanism optimization directions it faces in
its development, with a view to using the bank’s advantages with Internet finance to make
mobile banking a valuable tool for improving customer experience and reducing operating
costs. Provide reference for the sharp weapon to compete for long-tail customers and
improve the liquidity of financial services.
Key words: ICBC;Mobile Banking;Marketing Strategy;
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