本文選題：中國光大銀行　切入點(diǎn)：移動金融　出處：《華僑大學(xué)》2017年碩士論文

【摘要】：當(dāng)前手機(jī)和Pad等移動設(shè)備功能越來越強(qiáng)大,相比傳統(tǒng)PC而言,人們更加喜歡通過移動設(shè)備處理金融服務(wù),其便捷性的優(yōu)勢不言而喻。傳統(tǒng)金融服務(wù)模式已經(jīng)越來越不適應(yīng)當(dāng)今社會需求,各大銀行都在搶占移動金融市場。作為以創(chuàng)新變革為導(dǎo)向和動力的光大銀行來說,更加需要思考如何在新形勢下,加強(qiáng)科技與金融融合,為用戶提供優(yōu)質(zhì)的移動金融產(chǎn)品和服務(wù)。本文以廈門地區(qū)為例,以光大銀行廈門分行移動金融作為具體的研究對象,主要內(nèi)容有以下三個方面:第一,就廈門光大銀行的移動金融做全面闡述分析。首先分析了業(yè)務(wù)種類和發(fā)展現(xiàn)狀。其次重點(diǎn)分析了互聯(lián)網(wǎng)金融相關(guān)法規(guī)政策出臺、國內(nèi)外經(jīng)濟(jì)形勢帶來的契機(jī)、金融服務(wù)便捷的社會需求、手機(jī)和平板電腦等移動端的普及等營銷外部環(huán)境;最后是分析了光大品牌影響力的提升、創(chuàng)新性產(chǎn)品的上線、“云繳費(fèi)”和“云支付”交易額的突破、與銀聯(lián)和三大運(yùn)營商的合作等營銷內(nèi)部環(huán)境。第二,著重以光大銀行移動銀行作為其移動金融的突破點(diǎn),以廈門用戶為調(diào)查對象,就光大銀行移動銀行使用情況設(shè)計調(diào)查問卷,結(jié)合實(shí)地訪談等形式,統(tǒng)計調(diào)查數(shù)據(jù),并研究分析用戶使用光大銀行移動銀行的情況、影響用戶辦理和使用移動銀行的因素、用戶對光大銀行移動銀行的期望等,從而得出調(diào)查結(jié)論:轉(zhuǎn)賬匯款、繳費(fèi)充值、信用卡、銀證轉(zhuǎn)賬、金融咨詢等成為了光大銀行移動銀行用戶常用的主要功能,而其他功能用戶使用較少;便捷性、安全性、人性化服務(wù)、功能特色性、相關(guān)促銷優(yōu)惠配套等是影響用戶辦理和使用移動銀行的主要因素;依靠銀行工作人員在營業(yè)網(wǎng)點(diǎn)向用戶推薦的營銷方式占絕大多數(shù);與其他銀行相比,特色業(yè)務(wù)功能不明顯,用戶對使用安全性存在顧慮等。第三,著重分析光大銀行移動金融營銷策略。首先進(jìn)行總體細(xì)分和定位。其次結(jié)合調(diào)查問卷情況,從4P營銷策略入手,包括:充分利用“陽光理財”這個現(xiàn)有品牌優(yōu)勢,使其融入到移動金融中;針對學(xué)生群體的用戶和“小”、“微”企業(yè)用戶提供特色功能;為中高端用戶提供增值收費(fèi)服務(wù)項(xiàng)目,為潛在低端用戶定制低價位或免費(fèi)的特色服務(wù)項(xiàng)目;完善網(wǎng)點(diǎn)預(yù)約排號功能,節(jié)約用戶時間成本,加強(qiáng)安全技術(shù)支撐,消除用戶安全顧慮;與移動運(yùn)營商、電商平臺、團(tuán)購網(wǎng)站進(jìn)行多渠道合作,實(shí)現(xiàn)共贏;從公益性、節(jié)日性和積分福利等方面入手,加大促銷力度;服務(wù)更加人性化,為用戶帶來更多的便利。最后,通過移動銀行的營銷策略,以點(diǎn)帶面,為移動掌上生活、移動投資理財、移動支付等移動金融其他板塊的營銷提供借鑒,從而使得光大銀行廈門分行的移動金融業(yè)務(wù)再上新臺階。
[Abstract]:Nowadays, mobile devices such as mobile phones and Pad are becoming more and more powerful. Compared with traditional PC, people prefer to handle financial services through mobile devices. The advantage of convenience is self-evident.The traditional financial service model has become more and more unsuitable for the needs of today's society, and all the banks are preempting the mobile financial market.As an innovative and transformation-oriented bank, Everbright Bank needs to think about how to strengthen the integration of technology and finance in the new situation, and provide customers with high-quality mobile financial products and services.Taking Xiamen area as an example, this paper takes the mobile finance of Everbright Bank Xiamen Branch as the specific research object. The main contents are as follows: first, the mobile finance of Xiamen Everbright Bank is expounded and analyzed comprehensively.First of all, the business types and development status are analyzed.Secondly, the paper focuses on the analysis of the Internet financial related laws and policies, the opportunities brought about by the domestic and foreign economic situation, the convenient social demand for financial services, the popularity of mobile terminals such as mobile phones and tablets, and other external marketing environments.Finally, the paper analyzes the marketing internal environment, such as the promotion of Everbright brand influence, the launch of innovative products, the breakthrough of "cloud payment" and "cloud payment" transaction volume, the cooperation with UnionPay and the three major operators.Second, focusing on Everbright Bank Mobile Bank as its breakthrough point of mobile finance, taking Xiamen users as the object of investigation, designing a questionnaire on the use of Everbright Bank Mobile Bank, combining with field interviews and other forms, statistics and survey data.This paper also studies and analyzes the situation of users using Everbright Bank Mobile Bank, the factors that affect the users' handling and use of mobile banks, the expectation of users to Everbright Bank Mobile Bank, and so on, so as to draw the conclusion of the investigation: transfer remittances, payment recharges, credit cards, etc.Bank transfer and financial consultation have become the main functions commonly used by mobile bank users in Everbright Bank, while users of other functions use less; convenience, security, humanized services, and functional characteristics.Related promotional packages are the main factors that affect users' handling and use of mobile banking; relying on bank staff to recommend marketing methods to users at business outlets accounts for the overwhelming majority; compared with other banks, the function of characteristic business is not obvious.Users of the use of security concerns and so on.Third, focus on the analysis of Everbright Bank mobile financial marketing strategy.First, the overall subdivision and positioning.Secondly, combining the questionnaire situation, starting with the 4P marketing strategy, including: making full use of the existing brand advantage of "Sunshine financing" to integrate it into the mobile finance, aiming at the students' users and "small","micro" enterprise users provide features; provide high-end users with value-added service items to customize low-priced or free feature services for potential low-end users; improve the network reservation and numbering function to save user time costs,Strengthen security technical support, remove user security concerns; cooperate with mobile operators, e-commerce platforms and group purchase websites through multiple channels to achieve win-win results;The service is more humanized and brings more convenience to the users.Finally, through the marketing strategy of the mobile bank, to provide reference for mobile handheld life, mobile investment and financial management, mobile payment and other mobile financial sectors of marketing,So that Everbright Bank Xiamen Branch mobile financial business to a new level.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F832.33

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