密级：公开
论文类型：专题研究
a
工商管理硕士学位论文
J 银行手机银行营销客户细分研究
Research on Mobile Banking Marketing
Customer Segmentation of J Bank
培 养 单 位：管理 学院
专 业 领 域：工商 管理
学 生 姓 名 ： 耿泽昊
校 内 导 师：李 利 军 教 授
校 外 导 师：董月超高级经济师
二○二二年六月 独 创 性 声 明
本人声明所呈交的论文是我个人在导师指导下进行的研究工作及
取得的研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，
论文中不包含其他人已经发表或撰写过的研究成果，也不包含为获得
石家庄铁道大学或其它教育机构的学位或证书而使用过的材料。与我
一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说
明并表示了谢意。
签 名：日 期：2022 年 5 月 20 日
关于论文使用授权的说明
本人完全了解石家庄铁道大学有关保留、使用学位论文的规定，
同意学校保留并向有关部门送交论文的复印件和电子版本，允许论文
被查阅和借阅，同意学校将论文加入《中国优秀博硕士学位论文全文
数据库》和编入《中国学位论文全文数据库》。本人授权石家庄铁道
大学，可以采用影印、缩印或其他复制手段保存论文，可以公布论文
的全部或部分内容。(保密的论文在解密后应遵守此规定)
作者签名： 日 期：2022 年 5 月 20 日
导师签名： 日 期：2022 年 5 月 20 日 摘要
摘 要
随着数字经济蓬勃发展，科技与金融的深度融合，体现在手机银行的服务能
力和互动体验越来越完善，推出了民生服务、经济动态、消费购物、税务及罚款
支付等多种场景服务。自2020 年新型冠状病毒开始肆虐后，金融技术发展的新商
业模式将起到积极作用并得到发展，疫情的扩散倒逼了市民金融生活方式的改变，
银行网点加速转型，随着“无接触”银行模式规模化发展的价值更加凸显，手机
银行在推动金融业发展过程中的作用日益显著。
目前，J 银行手机银行在市场上竞争力不够强、占有度不够高，面对突如其来
的新冠疫情，J银行手机银行在营销上遇到一些新问题，研究客户需求、发现问题、
采用针对性营销策略显得十分重要。通过分析手机银行用户的数据信息，可以更
形象地描述用户特征，更清晰地展现用户价值，从而进行用户细分和市场定位，
并根据用户的不同需求制定差异化的营销方案，实现手机银行精准营销，进而促
进 J 银行整体业务发展。
本文以 J 银行手机银行的营销作为研究对象，介绍了J 银行的手机银行营销情
况，开展了关于 J 银行手机银行的营销的问卷调查。问卷在2021 年受新冠疫情影
响较大的代表性地区石家庄市区内进行问卷发放和回收，通过建立二元 Logistic 模
型，找到与手机银行使用意愿相关的营销指标因素，进行营销问题诊断，发现了J
银行手机银行营销客户细分较为薄弱的问题，找到客户细分薄弱的原因。而后，
结合 J 银行手机银行所处的宏观环境和行业环境分析，通过分析客户细分策略优缺
点，认为实施客户细分策略在 J 银行手机银行营销上具有可行性，通过建立IPA 模
型，提出 J 银行手机银行未来营销客户细分改进措施。
本文旨在通过J 银行手机银行营销客户细分的研究，实现未来手机银行的精准
营销，力求J 银行手机银行在同行业占据领跑地位。同时，希望通过分析研究，对
其他商业银行手机银行营销起到一定程度的参考作用。
关键词：J 银行；手机银行；营销；客户细分 Abstract
Abstract
With the vigorous development of digital economy and the deep integration of
technology and finance, the service function and interactive experience of mobile
banking are increasingly improved, and a variety of scene services such as livelihood
services, content information, consumer shopping and government payment are
introduced. Since the advent of COVID-19 in 2020, the new business model developed
by financial technology will further develop and play an active role. The spread of the
epidemic has forced the change of the financial lifestyle of the citizens, and the
transformation of the banking outlets has accelerated. With the value of the
"non-contact" bank mode being more and more developed, mobile phone banks are
playing a more and more significant role in promoting the development of the financial
industry.
At present, J bank mobile phone banks are not competitive enough in the market
and occupy a high level. In the face of the sudden COVID-19, J bank mobile phone
banks have encountered some new problems in marketing. It is very important to study
customer needs, identify problems and adopt targeted marketing strategies. Based on the
data mining of mobile banking customers, it can more vividly describe the customer
characteristics and more clearly display the customer value, so as to carry out customer
segmentation and market positioning according to the different needs of customers,
formulate differentiated marketing plans, realize the precision marketing of mobile
banking, and then promote the overall business development of J bank.
This thesis takes the mobile banking marketing of J bank as the research object,
introduces its marketing situation, and carries out a questionnaire survey on the mobile
banking marketing of J bank. The questionnaire was distributed and reclaimed in the
representative area of Shijiazhuang, which was more influential in 2021. In the urban
area of COVID-19, the two yuan Logistic model was used to find out the marketing
indicators related to the willingness to use mobile phone banks. The questionnaire was
used to diagnose marketing problems and the J mobile phone banking marketing was
found to be relatively weak in customer segmentation. Then, combined with the analysis Abstract
of the macro environment and industry environment, find the reasons for the weak
customer segmentation. By analyzing the advantages and disadvantages of customer
segmentation strategy, it is considered that the implementation of customer
segmentation strategy is feasible in bank J. through the establishment of IPA model, this
thesis puts forward the countermeasures and suggestions for the future marketing
customer segmentation of mobile banking of bank J.
This thesis aims to realize the precision marketing of mobile banking in the future
through the research on the marketing customer segmentation of mobile banking of
bank J, and strive to occupy a leading position in the same industry. At the same time, it
is hoped that through analysis and research, it can play a certain reference role for
mobile banking marketing of other commercial banks.
Keywords: J Bank, Mobile Banking, Marketing, Customer Segmentation