互联网正通过各类手段影响渗透着我们的经济金融生活,将电子化信息化的

金融工具和服务延伸到传统金融领域,如各类搜索引擎、云计算、电子支付、大

数据信息及电商平台等等,从而市场上出现了第三方支付公司、电商的小额贷款、

佘额宝、P2P模式、微信银行等互联网新金融模式。在这样的背景下随着手机及

各类移动终端的使用量的快速增长,传统金融领域己从互联网金融1.0时代跳跃

向移动金融3.0时代,以微信支付、支付宝钱包为先导的移动金融领域亦开始了

纵向整合,以碎片化、智能化、服务化为核心的新一轮市场变革与竞争。商业银

行已不再是客户办理存款、贷款、结算业务的唯一途径,同时随着互联网金融与

移动终端的加速融合不断催生出大量新型金融业务需求,这对商业银行在移动金

融环境下的客户营销、交易操作、业务发展、风控管理模式等都提出了新的要求

和挑战。在此背景下,本文归纳总结了移动金融的内涵、梳理了其发展背景和框

架,详细分析了其发展现状和未来发展趋势,并在此基础上进一步研究了移动金

融对商业银行在宏观和微观操作层面所产生的重大影响。最后釆用SWOT分析

法对X银行在移动金融环境下存在的优势和劣势、机遇和挑战的基础上,提出X

银行应对移动金融时代的竞争策略,希望为X银行在移动金融时代的发展前景

及所面临的新竞争局面提供一些参考。

关键词:移动金融,X银行,策略

MOBILE ERA OF FINANCIAL COMPETITION STRATEGY

RESEARCH OF X BANK

ABSTRACT

The Internet is through various means erosion affects our economic and financial

life,tiie electronic information of financial tools and services to the traditional

financial sector,such as all kinds of search engines, cloud computing, electronic

payment,laige data information and electric business platform,and so on, which

appeared on the market the third party payment of small loan companies,electricity,

balance, P2P mode,micro letter bank new financial models such as the Internet In

this context as the rapid growth of the mobile phone and usage of all kinds of mobile

terminal’ the traditional financial sector has risen from Internet financial 1.0 jump to

mobile 3,0, with micro letter to pay,pay treasure to purse as the forerunner of mobile

financial sector also started a vertically integrated, with fragmentation, intelligent,

service as the core of a new round of market changes and competition. Commercial

bank is no longer a customer the only way to handle the deposits,loans,settlement

business,at the same time as the financial and the acceleration of the mobile Internet

fusion constantly produce a large number of new financial business requirements,the

commercial Banks in the mobile financial environment of customer marketing,

trading operations, business development, wind control management mode are put

forward new requirements and challenges. In this background,this paper summarizes

the connotation of mobile financialcombing the development background and

framework, its development present situation and future development trend are

analyzed in detail,and on this basis to further study the mobile financial direct

financing and indirect financing in the commercial bank,financial disintermediation,

means of payment and the profit model of the impact of commercial Banks. Finally

using the SWOT method to analyze mobile X commercial bank financial environment

existing strengths, weaknesses, opportunities and challenges,on the basis of proposed

X commercial Banks to deal with mobile financial competition strategy, hope for the

development of commercial Banks in the era of mobile financial X prospect and

facing new competition situation to provide some reference.

This paper consists of six chapters: