本文選題：手機銀行 + 移動金融��； 參考：《河北金融學(xué)院》2015年碩士論文

【摘要】：隨著移動互聯(lián)網(wǎng)金融的迅速發(fā)展,手機銀行越來越成為改變金融業(yè)競爭格局的新型服務(wù)渠道。同時,隨著人們對于手機使用頻率的不斷增加,手機銀行成為現(xiàn)代商業(yè)銀行應(yīng)對激烈市場競爭的一種必然選擇。目前,各家銀行推出的手機銀行功能已基本實現(xiàn)多樣化、全面化。因此,各家銀行在手機銀行業(yè)務(wù)發(fā)展過程中應(yīng)加大創(chuàng)新,實現(xiàn)手機銀行功能和服務(wù)的個性化、特色化,走差異化路線。本文通過針對學(xué)生群體設(shè)計華夏銀行“學(xué)生e家”手機銀行產(chǎn)品,試圖為華夏銀行手機銀行的發(fā)展提供差異化的創(chuàng)新路線。通過實際調(diào)研學(xué)生群體的金融需求和生活需求,為學(xué)生群體量身定做最需要的手機銀行服務(wù)和功能。本產(chǎn)品分為“華夏金融”和“華夏生活”兩大模塊。華夏金融版塊包括賬戶查詢、轉(zhuǎn)賬匯款、投資理財、預(yù)約取現(xiàn)四項基礎(chǔ)金融服務(wù),致力于提供最常用、最優(yōu)惠、最便捷的基礎(chǔ)金融服務(wù),提供最優(yōu)質(zhì)的客戶體驗。華夏生活版塊包括充值繳費、銀聯(lián)商盟、行政教育、旅行娛樂四項增值金融服務(wù),為學(xué)生群體量身打造最便捷、最時尚、最優(yōu)惠的生活金融服務(wù)�！皩W(xué)生e家”手機銀行的開發(fā)和設(shè)計,在保證安全性、便捷性的基礎(chǔ)上,試圖針對學(xué)生這一特定人群對于機銀行的功能做出完善和創(chuàng)新,實現(xiàn)手機銀行功能的專業(yè)化、差異化、時尚化。本文在寫作上分為六個部分,第一章為基本概念和設(shè)計理念,主要介紹手機銀行的發(fā)展現(xiàn)狀和發(fā)展趨勢。第二章為市場調(diào)查和結(jié)果分析,主要從市場、銀行和客戶三個角度進行調(diào)研和分析。通過問卷調(diào)查、查閱文獻等方法對手機銀行市場發(fā)展現(xiàn)狀、華夏銀行手機銀行特點以及學(xué)生群體對手機銀行的服務(wù)需求進行定性和定量分析,得出開發(fā)學(xué)生版手機銀行的必要性和可行性。第三章對設(shè)計的手機銀行產(chǎn)品的的功能和服務(wù)進行了詳細(xì)的介紹。第四章為競爭能力分析,主要從銀行同業(yè)、華夏銀行、學(xué)生客戶三個方面對“學(xué)生e家”手機銀行的市場競爭能力進行分析。第五章為風(fēng)險和收益分析,從手機銀行產(chǎn)品存在的安全風(fēng)險、操作風(fēng)險、市場風(fēng)險和法律風(fēng)險進行分析,并給出應(yīng)對措施。第六章為營銷策略分析,充分發(fā)揮銀行網(wǎng)點的渠道優(yōu)勢,結(jié)合手機媒體優(yōu)勢,實施“線上線下”雙渠道并重的發(fā)展策略,有效進行“學(xué)生e家”手機銀行的營銷推廣。
[Abstract]:With the rapid development of mobile Internet finance, mobile banking has become a new service channel to change the competition pattern of the financial industry. At the same time, with the increasing frequency of mobile phone use, mobile banking has become an inevitable choice for modern commercial banks to cope with the fierce market competition. The function of the bank is basically diversified and comprehensive. Therefore, each bank should increase innovation in the development process of mobile banking business, and realize the personalized, characteristic and dissimilated route of the function and service of the mobile bank. The development of the bank provides a differentiated and innovative route. Through the actual investigation of the financial needs and life needs of the student group, the most needed mobile banking services and functions are tailored to the student group. This product is divided into two modules: "China finance" and "Chinese life". Finance, make an appointment to take four basic financial services, to provide the most commonly used, most favorable, and most convenient basic financial services to provide the best customer experience. The Chinese life section includes four value-added financial services, including recharge payment, UnionPay, administrative education, travel and entertainment, the most convenient, most fashionable and optimal for the student group. The development and design of the "student e home" mobile bank, on the basis of ensuring safety and convenience, tries to improve and innovate the function of the students for the machine bank on the basis of ensuring the security and convenience, and realizes the specialization, differentiation and fashion of the function of the mobile bank. This article is divided into six parts in the writing, the first chapter For the basic concept and design concept, this paper mainly introduces the development status and development trend of mobile banking. The second chapter is the market investigation and the result analysis, mainly from the market, the bank and the customer three angles to carry on the investigation and analysis. Through the questionnaire survey, consult the literature and other methods to the mobile bank market development status, the Huaxia Bank cell phone bank characteristic And the qualitative and quantitative analysis of the service demand of the cell phone bank by the student group and the necessity and feasibility of developing the student version of the mobile bank. The third chapter gives a detailed introduction to the function and service of the designed mobile banking products. The fourth chapter is the analysis of the competition ability, the main part is from the bank, the Huaxia Bank and the student customer three. The fifth chapter is the analysis of the market competition ability of the "student e" mobile bank. The analysis of the risk and income, the analysis of the security risk, the operation risk, the market risk and the legal risk of the mobile banking products, and the countermeasures. The sixth chapter is the marketing strategy analysis to give full play to the channel advantages of the bank network. Combined with the advantages of mobile media, we should implement the development strategy of "online and offline" dual channel, and effectively promote the marketing of "student e home" mobile banking.

【學(xué)位授予單位】：河北金融學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F832.2

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本文編號：1817808