I 摘要 当今社会，互联网发展迅猛，移动网络技术也在飞速发展，作为服务行业的 银行金融系统，借助于互联网技术来提高自身服务水平已经是当下的必然选择， 多样化的服务与互联网技术之间的相互结合相互渗透已经是必然趋势，手机银行 凭借其便捷性和高效性应运而生，且具有十分广阔的发展前景。目前，各大银行 纷纷推出了各自的手机银行并加以大力发展，要想在这样严峻的竞争环境中占据 优势，根据自身市场定位和业务发展现状，寻找适宜的手机银行的营销策略至关 必要。 本文以工行 H 分行手机银行营销策略为研究对象，首先阐述了工行 H 分行手 机银行业务发展现状及现有的营销模式，并对其手机银行业务面临的内外部营销 环境和发展过程中存在的优劣势因素进行分析，其次基于信息查询、调查问卷的 数据，发现其营销策略存在的问题，最后运用 STP 理论与 7Ps 营销理论针对其目 前存在问题提出营销策略优化建议，为其进一步发展提供参考，也可以供其他地 区类似的银行借鉴参考。 关键词，工行；手机银行；营销策略；营销理论Abstract II Abstract Nowadays, with the rapid development of Internet and mobile network technology, as a banking and financial system in the service industry, it is irresistible to improve its service level by using Internet technology. The combination of diversified services and Internet technology is an inevitable trend. Mobile banking has its convenience and high efficiency. Effectiveness arises at the historic moment and has a very broad development prospects. At present, each major bank has its own mobile banking. In order to occupy an advantage in such fierce competition, it is essential to find a suitable marketing strategy for mobile banking according to its own market positioning and business development status. This paper takes the mobile banking marketing strategy of ICBC H branch as the research object. First, it expounds the development status and existing marketing mode of the mobile banking business of H branch of ICBC. It also analyzes the internal and external marketing environment and the advantages and disadvantages in the development process of its mobile banking business. Secondly, based on the data of information query and questionnaire, it finds out the problems of its marketing strategy. Finally, STP and 7Ps marketing theory are used to put forward marketing strategy optimization suggestions for its current problems, which can provide reference for its further development and for similar banks in other regions. Key words: ICBC;mobile banking; marketing strategy; marketing theory目 录 目 录 摘要................................................................................................................................I Abstract...........................................................................................................................II 第 1 章 绪论...................................................................................................................1 1.1 研究背景及研究意义.......................................................................................1 1.1.1 研究背景.................................................................................................1 1.1.2 研究意义.................................................................................................2 1.2 国内外研究现状...............................................................................................2 1.3 本文的主要研究内容及研究方法...................................................................5 1.3.1 研究内容.................................................................................................5 1.3.2 研究方法.................................................................................................6 1.4 研究框架...........................................................................................................6 第 2 章 手机银行及营销策略基础理论.......................................................................8 2.1 手机银行概述...................................................................................................8 2.2 营销策略基础理论...........................................................................................8 2.2.1 营销策略定义.........................................................................................8 2.2.2 营销策略相关理论.................................................................................9 2.2.3 营销环境分析方法...............................................................................11 2.3 本章小结.........................................................................................................13 第 3 章 工行 H 分行手机银行营销现状.....................................................................14 3.1 工行 H 分行概况............................................................................................14 3.2 工行 H 分行手机银行业务............................................................................14 3.3 工行 H 分行手机银行现行营销模式............................................................17 3.4 外部环境分析.................................................................................................18 3.5 SWOT 分析.....................................................................................................22 3.6 本章小结.........................................................................................................28 第 4 章 工行 H 分行手机银行问题分析.....................................................................29 4.1 手机银行营销现状调查.................................................................................29 4.2 调查结果统计分析.........................................................................................30目 录 4.3 手机银行营销存在问题.................................................................................35 4.4 本章小结.........................................................................................................38 第 5 章 工行 H 分行手机银行营销策略优化建议.....................................................39 5.1 工行 H 分行手机银行 STP 分析...................................................................39 5.2 基于 7Ps 理论的营销建议.............................................................................41 5.2.1 产品策略...............................................................................................41 5.2.2 价格策略...............................................................................................44 5.2.3 渠道策略...............................................................................................45 5.2.4 促销策略...............................................................................................46 5.2.5 人员策略...............................................................................................48 5.2.6 有形展示策略.......................................................................................49 5.2.7 过程策略...............................................................................................50 5.3 本章小结.........................................................................................................50 结论与展望.....................................................................................................................52 附录.................................................................................................................................53