移动互联网的繁荣发展，4G技术的广泛覆盖，促使金融服务需求变得愈加 多元化。未来，随着金融服务和互联网技术深度融合，金融服务或发生更大程 度的变化。作为金融服务与现代科技相互结合形成的产物，手机银行正用其强 大服务能力推动着国民生活。尤其是移动办公需求的持续提升，必将进一步提 高金融市场的相互融通程度，促使更多用户喜于应用手机银行处理自身的金融 业务。因此，手机银欧亿·体育（中国）有限公司务具有良好的发展前景。对此，A银行江西分行有必 要顺应市场竞争趋势，多维度整合自身业务优势与资源优势，改进并健全手机 银行的营销体系，以抢夺更大的市场份额。 本文以A银行江西分行为例，深入调查了A银行江西分行的现实营销状况， 并设计编制调查问卷，分析了该行营销推广手机产品的不足之处。据此，进一 步引入STP理论与4C理论，针对性提出促进A银行江西分行营销手机银行产品的 可行性策略。具体来看，本文论述思路为：首先，阐释市场营销、手机银行等 关键词的概念，介绍简要相关理论，形成论题分析的理论基础；其次，概述A 银行江西分行状况，明确其宣传推广手机银行的不足之处；再者，设计并编制 调查问卷，向A银行江西分行客户发放问卷。统计分析调查数据，明确A银行江 西分行手机银行的实际需求，梳理易对用户下载使用手机银行产生影响的因 素。最后，根据A银行江西分行手机银行营销问题、影响用户需求的因素等， 结合STP理论细化该行手机银行用户市场，确立其市场定位，继而根据4C理论 设置组合营销方案。 本文既能为相关主题研究提供素材与案例支持，又能丰富市场营销理论体 系。同时，本文还能为A银行江西分行优化完善其营销策略，提高手机银行营 销效率提供实践指导，意义较大。 关键词：营销策略；手机银行；用户需求；4C理论 II Abstract The booming development of the mobile Internet and the extensive coverage of 4G technology have driven the demand for financial services to become more diverse. In the future, with the deep integration of financial services and Internet technologies, financial services may undergo greater changes. As a product of the combination of financial services and modern technology, mobile banking is using its strong service capabilities to promote national life. In particular, the continuous increase in demand for mobile office will definitely further enhance the degree of mutual integration of the financial market, and encourage more users to use mobile banking to handle their own financial services. Therefore, the mobile banking business has good development prospects. In response, it is necessary for Bank A of Jiangxi Branch to comply with market competition trends, integrate its business advantages and resource advantages in multiple dimensions, and improve the mobile banking marketing system in order to grab a larger market share. Taking the behavior of Bank A of Jiangxi Branch as an example, this article thoroughly investigates the actual marketing situation of Bank A of Jiangxi Branch, designs and compiles a questionnaire, and analyzes the deficiencies of the Bank's marketing and promotion of mobile phone products. Based on this, the STP theory and 4C theory are further introduced, and a feasible strategy for promoting the marketing of mobile banking products by Bank A of Jiangxi Branch of Bank A is proposed. Specifically, the ideas discussed in this article are: first, explain the concepts of marketing, mobile banking and other keywords, introduce brief related theories, and form the theoretical basis for the analysis of the thesis; second, summarize the status of Bank A of Jiangxi Branch, and clarify its promotion and promotion of mobile banking The shortcomings of the company's own; in addition, design and prepare a questionnaire, and issue the questionnaire to customers of Bank A of Jiangxi Branch. Statistical analysis of the survey data to clarify the actual needs of Mobile Banking of Bank A of Jiangxi Branch, and sort out the factors that have an impact on users' download and use of Mobile Banking. Finally, according to the mobile banking marketing issues of Bank A of Jiangxi Branch, factors affecting user needs, etc., combined with the STP theory to refine the mobile banking user market of the bank, establish its market positioning, and then set up a combined marketing plan III based on 4C theory. This article can not only provide material and case support for related topic research, but also enrich the marketing theory system. At the same time, this article can also provide practical guidance for Bank A's Jiangxi Branch to optimize its marketing strategy and improve the efficiency of mobile banking marketing. Keywords: marketing strategy; mobile banking; consumer demand; 4C theory IV 目 录 摘要 ................................................................................................................................ I Abstract ......................................................................................................................... II 第1章 绪论 .................................................................................................................... 1 1.1 研究背景 .......................................................................................................... 1 1.2 研究意义 .......................................................................................................... 2 1.3 研究内容和方法 .............................................................................................. 3 1.3.1 研究内容 ............................................................................................... 3 1.3.2 研究方法 ............................................................................................... 4 1.4 技术路线 .......................................................................................................... 4 第2章 手机银行概念和理论基础 ................................................................................ 6 2.1 手机银行概念 .................................................................................................. 6 2.2 理论基础 .......................................................................................................... 6 2.2.1 STP理论 ................................................................................................ 6 2.2.2 4C理论 .................................................................................................. 8 2.3 国内外研究现状 .............................................................................................. 9 2.3.1 国外研究现状 ....................................................................................... 9 2.3.2 国内研究现状 ..................................................................................... 11 2.3.3 研究综述 ............................................................................................. 12 第3章 A银行江西分行手机银行营销环境和营销策略现状分析............................ 14 3.1 A银行江西分行概况 ..................................................................................... 14 3.2 A银行江西分行手机银行竞争环境分析 ..................................................... 14 3.2.1 现有竞争者的竞争能力 ..................................................................... 14 3.2.2 潜在竞争者进入的能力 ..................................................................... 15 3.2.3 替代品的替代能力 ............................................................................. 16 3.2.4 供应商的议价能力 ............................................................................. 17 3.2.5 购买者的议价能力 ............................................................................. 18 3.3 A银行江西分行手机银行营销策略现状 ..................................................... 18 3.3.1 产品策略 ............................................................................................. 18 3.3.2 价格策略 ............................................................................................. 19 V 3.3.3 渠道策略 ............................................................................................. 20 3.3.4 促销策略 ............................................................................................. 21 第4章 A银行江西分行手机银行营销策略的问题分析............................................ 22 4.1 用户问卷调查 ...