本文選題：中原銀行 + 手機銀行　； 參考：《廣西師范大學》2017年碩士論文

【摘要】：隨著信息通訊技術的發(fā)展和互聯(lián)網金融的興起,人們的思維方式、消費習慣逐漸網絡化,金融脫媒現(xiàn)象日益增多,人們對于傳統(tǒng)銀行的依賴性大大降低;加上利率市場化發(fā)展和第三方支付機構的崛起,銀行傳統(tǒng)的盈利模式受到嚴重沖擊,商業(yè)銀行借助網絡平臺發(fā)展業(yè)務成為傳統(tǒng)銀行的現(xiàn)實選擇。手機銀行是通訊技術創(chuàng)新與電子化貨幣相結合的產品,它不僅有利于拓寬銀行業(yè)務服務的范圍,而且人們在進行網絡金融交易或接受金融服務的時候不受時間、地域的限制,在這一點上手機銀行大大優(yōu)于基于物理網點的傳統(tǒng)銀行模式和基于PC端的網上銀行模式.對于商業(yè)銀行而言,產品和營銷渠道都直接營銷著銀行盈利狀況和市場競爭能力。然而,從我國銀行業(yè)手機銀行發(fā)展實踐看,“同質化產品和服務、營銷策略單一化、渠道之間沒有形成合力”等現(xiàn)象廣泛存在,尤其對于地方性城商行、農商行更是明顯。中原銀行,作為一家新成立的地方性城商銀行,不論是產品創(chuàng)新能力,市場風險防御能力都存在明顯的不足,面對同地區(qū)激烈的金融業(yè)競爭壓力,創(chuàng)新銀行產品和服務,拓展營銷渠道,建立健全營銷策略體系對于中原銀行運營和發(fā)展都將具有迫切性和現(xiàn)實性。本文結合中原銀行信陽分行手機銀行發(fā)展實踐,對手機銀行營銷策略進行探究,在內容排序上本文首先,對中原銀行信陽分行手機銀行發(fā)展存在的優(yōu)劣勢條件、面臨的發(fā)展機遇和挑戰(zhàn)因素進行了梳理;隨后,歸納總結中原銀行信陽分行發(fā)展的環(huán)境因素;緊接著在此基礎上,對中原銀行信陽分行手機銀行營銷路徑選擇進行了逐一分析;最后得出本文的研究結論:第一,中原銀行信陽分行手機銀行發(fā)展優(yōu)劣勢條件并存;第二,市場整體機遇大于挑戰(zhàn);第三,發(fā)展面臨的宏觀環(huán)境相對復雜;第四,市場具體的營銷活動中應該注重選擇差異化特色化策略路徑。本研究對信陽地區(qū)手機銀行營銷具有一定的經驗啟示意義,對于其他地區(qū)類似的城商行和農商行手機銀行發(fā)展也同樣具有一定的經驗借鑒作用,具有一定的典型意性和參考價值。但研究對象主要圍繞手機銀行展開,而該行手機銀行業(yè)務發(fā)展較晚,可供分析的樣本相對偏少,以及相關信息數(shù)據(jù)的獲取的局限性等,所提出來的營銷策略對于中原銀行信陽分行手機銀行發(fā)展所能起到的真實效果有待實踐檢驗。今后研究將以此為方向,以中原銀行信陽分行所有網絡營銷渠道作為研究對象,對互聯(lián)網背景下網絡營銷渠道體系進行全面分析,從而對中原銀行信陽分行網絡化營銷體系的構建和完善提供更為全面詳細的依據(jù)。
[Abstract]:With the development of information and communication technology and the rise of Internet finance, people's mode of thinking and consumption habits are gradually networked, the phenomenon of financial disintermediation is increasing day by day, and people's dependence on traditional banks is greatly reduced. With the development of interest rate marketization and the rise of third-party payment institutions, the traditional profit model of banks has been seriously impacted, and commercial banks have become a realistic choice for traditional banks to develop their business with the help of network platform. Mobile banking is a combination of communication technology innovation and electronic money. It is not only conducive to broaden the scope of banking services, but also people in the network financial transactions or accept financial services are not limited by time and region. At this point, mobile banking is superior to the traditional banking model based on physical network and the online banking mode based on PC. For commercial banks, both products and marketing channels directly market banks' profitability and market competitiveness. However, from the development practice of banking mobile banking in China, the phenomenon of "homogenization of products and services, single marketing strategy and no resultant force between channels" exists widely, especially for local city commercial banks, agricultural and commercial banks are even more obvious. Zhongyuan Bank, as a newly established local city commercial bank, has obvious deficiencies in its ability to innovate its products and defend itself against market risks. In the face of the fierce competition in the financial industry in the same region, it has innovated the products and services of banks. Expanding marketing channels and establishing a sound marketing strategy system will be urgent and realistic for the operation and development of Central Plains Bank. Combined with the development practice of mobile bank in Xinyang Branch of Central Plains Bank, this paper probes into the marketing strategy of mobile bank. First of all, this paper discusses the advantages and disadvantages of the development of mobile bank in Xinyang Branch of Central Plains Bank. The development opportunities and challenges faced by the factors were combed; then summarized the development of Xinyang Branch of the Central Plains Bank environmental factors; then on the basis of the Xinyang Branch of the Central Plains Bank of China mobile phone bank marketing path selection one by one analysis; Finally, the conclusions of this paper are as follows: first, the advantages and disadvantages of the development of mobile banking in Xinyang Branch of Zhongyuan Bank exist; second, the overall market opportunities are greater than the challenges; third, the macro environment facing the development is relatively complex; fourth, In specific marketing activities, attention should be paid to the choice of differentiation strategy path. This research has certain experience enlightenment significance to the mobile phone bank marketing in Xinyang area, and also has the certain experience reference function to the similar city commercial bank and the agriculture commercial bank mobile phone bank development in other regions. It has some typical meaning and reference value. However, the research object is mainly focused on mobile banking, which has developed relatively late, has relatively few samples for analysis, and is limited in obtaining relevant information data, and so on. The real effect of the proposed marketing strategy on the development of mobile banking in Xinyang Branch of Central Plains Bank needs to be tested. The future research will take this as the direction, take all the network marketing channel of Xinyang Branch of Central Plains Bank as the research object, carry on the comprehensive analysis to the network marketing channel system under the Internet background, Therefore, it provides a more comprehensive and detailed basis for the construction and improvement of network marketing system of Xinyang Branch of Zhongyuan Bank.
【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.2;F724.6;F274

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