摘要 随着现代社会的不断发展，网络技术与信息技术取得了显著的进步，移动 支付逐渐成为社会居民进行交易付款与业务交流期间的重要支付模式。而在移 动支付取得显著发展的过程中，阿里巴巴、腾讯等互联网公司迅速利用其所具 备的庞大网络资源，结合专业的网络信息技术，在较短的实践内迅速抢占市场， 在国内移动支付市场中占据了较大的市场份额。国内传统商业银行不但要面临 同业自身的移动支付业务竞争，还需要与第三方移动支付平台进行博弈，其竞 争局势较为严峻。基于上述背景情况，本文针对建设银行SH分行的移动支付业 务发展展开详细的探讨与分析，通过分析其移动支付整体发展情况，移动支付 业务发展的内外部环境情况，进而针对SH分行展开详细的SWOT分析，并提出 建设银行SH分行在移动支付发展趋势中所应当采取的对策与建议。 为了深入研究建设银行SH分行移动支付的发展情况，本文针对当前SH 分 行移动支付业务发展的现状进行详细论述与分析。截止至目前，建设银行SH 分 行移动支付业务紧跟总行的发展思路，利用“聚合支付”、“悦生活”等拳头产 品取得了一定成果等，但同时建设银行SH 分行移动支付业务在发展的过程中也 存在相应的问题，包括业务发展战略缺乏明确的目标、竞争发展战略存在客户 定位不准确、产品同质化严重、发展战略实施保障措施不到位等。在此基础上， 本文针对建设银行SH分行移动支付业务发展的内外部环境分析及SWOT分析。 结合建设银行SH分行移动支付发展的内部与外部环境分析结果，本文提出 建设银行SH分行在移动支付发展趋势中的对策建议，具体包括：首先，制定符 合建设银行SH分行特点的移动支付业务发展的战略目标；其次，进一步制定竞 争发展战略，包括差异化营销战略、产品差异化战略、渠道拓展战略等；第三， 完善了业务发展实施保障战略等。作者希望基于本文所提出的分析与差异化的 产品战略，能够在一定程度上帮助建设银行SH分行扩大其移动支付业务的客户 群体规模，进而有助于建设银行提升其移动支付业务收益，扩大其在国内市场 的份额与市场占有率。 关键词：商业银行 移动支付 发展战略 Research on Development Strategic of Mobile Payment of China Construction Bank SH Branch ABSTRACT With the continuous development of modern society, network technology and information technology have obtained remarkable progress. Mobile payment has gradually become an important payment mode for social residents during transaction payment and business exchange. During the process of the significant development of mobile payment, the third-party mobile payment platform quickly uses its huge network resources, combined with professional network information technology, quickly seizes market resources and occupies a large market share in the current domestic mobile payment market. However, the traditional commercial banks in China not only have to face the competition of their own mobile payment business, but also need to fight with the third-party mobile payment platform. Based on the background above, this paper makes a detailed discussion and analysis on the development of mobile payment business of China Construction Bank SH Branch, analyzes the overall development of mobile payment, the internal and external environment of the development of mobile payment business, and then develops a detailed SWOT analysis on China Construction Bank SH Branch, thus puts forward what China Construction Bank SH Branch shall adopt during the development of mobile payment Countermeasures and suggestions. In order to study the development of mobile payment in SH branch of China Construction Bank, this paper discusses and analyzes the current situation of mobile payment business in SH branch of China Construction Bank. Up to now, the mobile payment business of SH branch of China Construction Bank keeps up with the development idea of the head office, and has made some achievements by using "aggregate payment", "happy life" and other key products, but at the same time, SH branch of China Construction Bank has made some achievements There are also ABSTRACT corresponding problems in the development of branch mobile payment business, including the lack of accurate customer positioning, serious product homogeneity, single and insufficient promotion channels, fuzzy division of responsibilities and so on. On this basis, this paper analyzes the internal and external environment of mobile payment business development of SH branch of China Construction Bank. At the same time, this paper makes a more in-depth SWOT analysis on the mobile payment business environment of SH branch of China Construction Bank, and lists SH branch of China Construction Bank in detail During the development of the branch's mobile payment business, it has the advantages, including customer resources, payment channels, security, brand reputation; its disadvantages, including product innovation, application scenarios, customer experience, and lack of professional talents; its opportunities, including the huge development potential of mobile payment. At the same time, the mobile payment technology is developing rapidly at an extremely fast speed Infrastructure and so on are gradually improving, and the challenges that face, including the relevant laws and regulations are not yet perfect, the ecological strategy formed by Alipay, Cai Fu Tong and other enterprises has led to the traditional banks being "financial disintermediation". Combined with the analysis results of internal and external environment of mobile payment development of SH branch of China Construction Bank, this paper puts forward countermeasures and suggestions for SH branch of China Construction Bank in the development trend of mobile payment, including: first, to formulate the strategic objectives of mobile payment in line with the characteristics of SH branch of China Construction Bank; second, to improve SH branch of China Construction Bank Branch mobile payment business function mechanism and management mechanism; third, establish a new retail marketing strategy; fourth, improve risk management capabilities. I hope that the product strategy based on the analysis and differentiation proposed in this paper can help CCB to expand the scale of its mobile payment business customer group to a certain extent, and then help CCB to improve its mobile payment business income, expand its share and market share in the domestic market. KEYWORDS: Commercial Bank Mobile Payment Management of Strategy ABSTRACT 目录 目 录 第一章 绪论 ............................................. 1 第一节 研究背景及意义 .......................................... 1 一、研究背景 ........................................................ 1 二、研究意义 ........................................................ 2 第二节 国内外研究现状 .......................................... 2 一、国外研究现状 .................................................... 2 二、国内研究现状 .................................................... 3 三、研究述评 ........................................................ 6 第三节 研究内容与方法 .......................................... 6 一、研究内容 ........................................................ 6 二、研究方法 ........................................................ 7 第四节 主要贡献与不足 .......................................... 8 一、主要贡献 ........................................................ 8 二、本文的不足之处 .................................................. 8 第二章 相关概念及理论综述 ............................... 9 第一节 移动支付概念 ............................................ 9 一、银行移动支付定义、特点与种类 ..................................... 9 二、银行移动支付参与主体与各种模式 ................................... 9 第二节 相关理论基础 ........................................... 11 一、战略管理理论 ................................................... 11 二、企业基本竞争战略理论 ........................................... 12 三、金融创新理论 ................................................... 14 四、战略分析方法 ................................................... 15 第三章 建设银行SH分行移动支付业务发展战略的现状 ....... 16 目录 第一节 建设银行移动支付业务的发展现状 ......................... 16 第二节 建设银行SH分行移动支付业务经营情况 .................... 19 一、建设银行SH分行简介............................................