發(fā)布時間：2018-08-17 19:27

【摘要】：伴隨著無線網(wǎng)絡技術的提高和3G時代的來臨，隨時、隨地、隨身的金融服務越來越被需要，手機銀行在這種市場背景下應運而生。如今，手機銀行在歐美、日韓等電子技術水平較高國家，手機銀行憑借其便捷、高效、低成本的特點備受關注。一方面它是廣大居民的“電子錢包”，在人們的生活、交易、理財中發(fā)揮著不可或缺的作用；另一方面，它成為了銀行、運營商等手機銀行產(chǎn)業(yè)鏈主體新的利潤增長點和市場開拓點。 鑒于手機銀行在電子信息化大潮中的重要性，研究我國手機銀行的現(xiàn)狀，找出阻礙其發(fā)展的障礙，為其在我國的應用普及提供建議和措施就成了當務之急。 文章先介紹手機銀行的定義、功能、優(yōu)勢及風險，再簡單介紹我國手機銀行的發(fā)展歷程。 本文的重點是手機銀行的現(xiàn)狀分析，包括前景分析和問題分析。前景分析包括分析手機銀行的發(fā)展契機和產(chǎn)業(yè)鏈各端的受益。而手機銀行在我國至今仍未很好發(fā)展的原因，則有多個方面：從總體上來說，社會信用環(huán)境較差；收費方面，運營商的流量費和銀行的服務費都較高；技術方面，標準性問題尚未解決，安全性也值得擔憂；應用方面，手機銀行的支付功能應用不足，這些因素都嚴重制約了手機銀行在我國的發(fā)展。 另外，本文基于文獻閱讀、對比分析和個案研究的研究方法，，分析歐美、日韓國家的經(jīng)驗，針對我國國情，從戰(zhàn)略定位、產(chǎn)品研發(fā)、安全保障、營銷推廣四個方面提出手機銀行在我國推廣的具體措施。 經(jīng)筆者研究得出結論，盡管有諸多問題，但是旺盛的市場需求為手機銀行提供了很好的發(fā)展機會，手機銀行在我國的應用普及指日可待。
[Abstract]:With the improvement of wireless network technology and the coming of 3G era, the financial services are more and more needed at any time, anywhere, and with the mobile banking coming into being in this kind of market background. Nowadays, mobile banking in Europe, America, Japan and South Korea and other countries with a high level of electronic technology, mobile banking with its convenient, efficient, low-cost characteristics of attention. On the one hand, it is the "electronic wallet" of the broad masses of residents, and it plays an indispensable role in people's lives, transactions and financial management; on the other hand, it has become a bank. Operators and other mobile banking industry chain main new profit growth point and market development point. In view of the importance of mobile banking in the tide of electronic information, it is urgent to study the current situation of mobile banking in China, find out the obstacles to its development, and provide suggestions and measures for its popularization in China. This paper first introduces the definition, function, advantages and risks of mobile banking, then briefly introduces the development of mobile banking in China. This paper focuses on the analysis of mobile banking status, including foreground analysis and problem analysis. The prospect analysis includes the development opportunity of mobile bank and the benefit of each end of industry chain. The reasons for the fact that mobile banking has not developed very well in our country up to now have many aspects: generally speaking, the social credit environment is poor; in terms of charges, the flow charges of operators and the service charges of banks are both higher; and in technical aspects, The standard problem has not been solved, the security is also worth worrying; the application aspect, the mobile phone bank's payment function application is insufficient, these factors have seriously restricted the mobile phone bank's development in our country. In addition, based on the research methods of literature reading, comparative analysis and case study, this paper analyzes the experiences of Europe, America, Japan and South Korea, aiming at the situation of our country, from strategic positioning, product research and development, safety and security. Four aspects of marketing promotion of mobile banking in China to promote the specific measures. The author concludes that although there are many problems the exuberant market demand for mobile banking provides a good opportunity for the development of mobile banking the popularity of mobile banking in China is imminent.
【學位授予單位】：首都經(jīng)濟貿易大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.2

【引證文獻】

相關期刊論文 前1條

1 汪璐;;3G時代手機銀行的發(fā)展思路[J];鄭州航空工業(yè)管理學院學報;2013年03期

本文編號：2188654