I 摘要 如今，互联网+模式席卷整个世界，社会已经进入信息时代。互联网技术的迅 速发展，使得国内的各类互联网企业蓬勃发展，互联网公司甚至 从以前为客户提 供简单的支付结算业务渗透到了移动支付、小额借贷、资产管理、理财代销等传 统商业银行的服务领域。在这个互联网金融新时代的背景下，传统商业银行的商 业运作思维也正在向着互联网思维转变，开始意识到发展互联网金融业务对银行 的重要意义，并根据时代的需求，将发展移动金融作为工作重点，力求改变传统 的金融服务模式 。 手机银行作为移动金融的核心产品，中国银行H分行正在大力推进手机银行 营销。但在推出手机银行的同时，却没能形成合适有效的营销策略，产品的推广 和客户使用体验存 在一定问题，程度滞后于同业和社会上互联网金融公司水平， 导致中国银行H分行在手机银行上的核心业务都受到了影响和冲击。因此，本文 从国内外手机银行的发展营销与研究 概括入手，运用7Ps组合营销策略，基于信 息查询、问卷调查和访谈的数据，运用SWOT等方法分析市场内外部环境和营销 重点，介绍中国银行H分行手机银行发展营销现状，挖掘 深层次问题所在，提出 合理化建议。 关键词：手机银行；营销策略；中国银行H分行；SWOT分析法 II Abstract Nowadays,Internet+modehassweptthewholeworld,andthesocietyhasentered theinformationage.WiththerapiddevelopmentofInternettechnology,allkindsof InternetenterprisesinChinaareflourishing.Internetcompaniesevenprovidesimple paymentandsettlementservicesforcustomersfromthepasttomobilepayment, micro- lending,assetmanagement,financialdistributionandothertraditional commercialbanks.UnderthebackgroundoftheneweraofInternetfinance,the thinkingofcommercialoperationoftraditionalcommercialbanksisalsochangingto thethinkingofInternet.Theyarebeginningtorealizetheimportanceofdeveloping Internetfinancialbusinessforbanks.Accordingtotheneedsofthetimes,theywill focusonthedevelopmentofmobilefinanceandstrivetochangethetraditional financialservices Asthecoreproductofmobilefinance,BankofChinaHBranchisalsovigorously promotingthemarketingofmobilebanking.However,whenintroducingmobile banking,itfailstoformanappropriateandeffectivemarketingstrategy.Therearesome problemsinproductpromotionandcustomerexperience,whichlagbehindtheInternet financialpublicinthesameindustryandsociety.Thisledtotheimpactandimpactof BankofChina'sHbranch'scorebusinessinmobilebanking.Startingwiththe developmentmarketingandresearchofmobilebankingathomeandabroad,using7Ps combinationmarketingstrategy,basedoninformationquery,questionnairesurveyand interviewdata.TheauthorusesSWOTandothermethodstoanalyzetheinternaland externalmarketenvironmentandmarketingfocus,introducesthedevelopmentofBank ofChinaHBranchmobilebankingmarketingstatus,digsdeep-seatedproblems,and putsforwardreasonablesuggestions. Keywords： Mobilebanking;Marketstrategy;BankofChinaHbranch;SWOTanalysis 目录 III 目录 摘 要..................................................................................................................Ⅰ Abstract................................................................................................................Ⅱ 第1章绪 论..........................................................................................................1 1.1选题的背景和意 义..................................................................................1 1.1.1选题背 景.......................................................................................1 1.1.2选题意 义.......................................................................................2 1.2本文的研究内容和研究方 法..................................................................2 1.2.1研究内 容.......................................................................................3 1.2.2研究方 法.......................................................................................3 1.3创新 点......................................................................................................4 1.4技术路 线..................................................................................................4 第2章相关理论基础与文献综 述......................................................................6 2.1手机银行概 述..........................................................................................6 2.1.1手机银行定 义..............................................................................6 2.1.2手机银行的发 展..........................................................................6 2.1.3手机银行的业务种 类..................................................................7 2.2理论基 础.................................................................................................9 2.2.17Ps营销组合理 论........................................................................9 2.2.2SWOT分析方 法..........................................................................12 2.3国内外文献综 述...................................................................................13 2.3.1国外研究综 述.............................................................................15 2.3.2国内研究综 述.............................................................................16 2.3.3文献评 述.....................................................................................17 第3章中国银行H分行手机银行营销现 状...................................................18 3.1中国银行H分行概况...........................................................................18 3.2 中国银行手机银行..........................................................................18 3.2.1中行手机银行介 绍.....................................................................19 3.2.2中行手机银行特 点.....................................................................19 3.2.3中行手机银行办理流 程.............................................................20 3.3中国银行H分行手机银行营销现状...................................................21 3.3.1 营销团队.....................................................................................21 3.3.2主要营销模 式...........................................................................21 3.3.3营销业 绩.....................................................................................22 目录 IV 3.4中国银行H分行手机银行营销SWOT分 析........................................23 3.4.1优势因素.....................................................................................23 3.4.2劣势因 素...................................................................................24 3.4.3机会因 素.....................................................................................25 3.4.1威胁因 素.....................................................................................26 第4章中国银行H分行手机银行营销问题分 析...........................................30 4.1中国银行H分行手机银行营销现状调查...........................................30 4.1.1问卷调查的目 的.........................................................................30 4.1.2问卷调查的原 则.........................................................................30 4.1.3调查问卷的设 计.......................................................................31 4.1.4调查问卷的发放及回 收.............................................................32 4.2调查结果与统计分 析............................................................................32 4.2.1客户基本信 息.............................................................................33 4.2.2调查结果分 析.............................................................................34 4.3手机银行营销存在的问 题....................................................................40 4.3.1手机银行营销的有利条 件.........................................................40 4.3.2手机银行营销中存在的问题.....................................................40 第5章中国 银行H分行手机银行营销策略建议...........................................44 5.1产品与客户需求策 略............................................................................44 5.2价格与客户成本策 略....................................