iii 摘要 中国个人手机银行市场规模早在2017年就已经到达15.02亿户，并保持稳定 增长的趋势，伴随着互联网的不断发展、智能手机的普遍使用以及客户服务体验 要求的不断提高，手机银行已成为众多银行竞争的焦点。C银行作为我国四大银行 之一，如果想在众多商业银行手机银行的竞争中不断取胜，就需要进一步改进其 手机银行的营销策略。 本文以专业的角度通过宏观环境分析、竞争环境分析及C银行手机银行面临 的机会与威胁详尽地分析了其外部环境，并通过对服务质量的分析结合C银行手 机银行的优势与不足分析，以此为基础继续发挥优势、改进不足，抓住市场机遇。 明确定位C银行手机银行以50周岁以下客户为核心客户群，构建以手机银行为客 户提供创新型服务解决方案的产品定位，力求为客户带来最优的产品和最佳的服 务体验，从而确立其营销策略。结合服务营销的相关理论从七个不同的方面对C 银行手机银行的营销策略进行了设计，即采取的营销策略包括产品策略、价格策 略、渠道策略、促销策略、人员策略、过程策略以及有型展示策略，就产品策略 而言，采用以场景化、差异化、智慧型的产品设计；价格策略方面，采用免费、 折扣定价策略和差异化定价策略；渠道策略方面，应用银行系统精准化营销、加 强与第三方平台合作、多触点获客；促销策略方面，采用广告和优惠活动促销策 略；人员策略方面，重视员工培训、注重精细化管理、加大手机银行的研发投入、 优化绩效指标设定规则、提升服务质量；过程策略方面，打造科学高效的运营管 理过程、耐心专业的办理指导过程、贴心及时的后续跟踪过程；有形展示策略方 面，采用设置手机银行功能展示区和设立支付场景体验区。最后制定了营销策略 实施的具体保障措施，包括提升手机银行到战略地位、加大人才队伍建设、提升 营业网点营运管理水平、加强风险安全管理手段四个方面。 该营销策略为C银行手机银行如何在激烈竞争的市场中稳着先鞭，加速用户 规模，改善用户质量，带来效益的不断增长与C银行品牌的加速传播，并为银行 业的营销提供一些帮助与参考。 关键词：商业银行；手机银行；7Ps；营销策略 北京交通大学硕士专业学位论文 ABSTRACT iv ABSTRACT The size of China’s personal mobile banking market reached 1.502 billon as early as 2017 and has maintained a steady growth trend. With the continuous development of the interent, the widespread use of smart phones and the continuous improvement of customer service experience, mobile banking has become the focus of competitiob among many banks. As on of the four major Banks in China, bank C needs to further improve its marketing strategy of mobile banking if it wants to continuously win in the competition of mobile banking among many commercial banks. From a professional perspective, this paper thoroughly analyzes the external environment of bank C through macro envirmental analysis, competitive environment analysis and opportunities and threats faced by C bank’s mobile banking. Through the analysis of the service quality and the analysis of advantages and disadvantages, improve the deficiencies and seize the market opportunities. In this paper,the core customer group of mobile banking of C bank is customers under the age of 50, and the product positioning of mobile banking to provide innovative service solutions for customers is established, so as to bring the best products and best service experience to customers, thus establishing its marketing strategy. In combination with relevant theories of service marketing, it designs the marketing strategy of C bank’s mobile banking from seven different aspects, the marketing strategy adopted includes product strategy, price strategy, channel strategy, promotion strategy, personnel strategy, process strategy and tangible display strategy. The product strategy is to adopt scenario-based, differentiated and intelligent product design; in terms of pricing strategy, it’s adopted to free price,discount price or differential price;in terms of channel strategy, it applies the bank system to precise marketing, strengthens cooperation with third-party platforms, and gains customer with multiple contacts; in terms of promotion strategy, advertising and promotion strategies are adopted; banks should pay attention to staff training, pay attention to fine management, increase r&d investment in mobile banking, optimize performance indicator setting rules, and improve service guality; in terms of process strategy, we should build a scientific and efficient operation management process, apatient and professional handling and guidance process, and thoughtful and timely follow-up process; by setting up the display area of mobile banking function and setting up the experience area of payment scene, the display are carried out in a stylish way. At last, I made the specific measuers to ensure the implementation of marketing strategy, 北京交通大学硕士专业学位论文 ABSTRACT v including improving the strategic position of mobile banking, increasing the construction of talent team, improving the operation and management level of business outlets, and strengthening the means of risk and safety management. This marketing strategy gives priority to how to accelerate the scale of users, improve the quality of users, bring continuous growth of benefits and accelerate the spread of the brand of bank C, and provide some help and reference for the marketing of the banking indusy. KEYWORDS：Commercial bank; Mobile banking; 7Ps；Marketing strategy 北京交通大学硕士专业学位论文 目录 vi 目录 摘要 ........................................................................................................................ III ABSTRACT ............................................................................................................ IV 1 绪论 .................................................................................................................... 1 1.1 研究的背景和意义 ...................................................................................... 1 1.1.1 研究背景 .............................................................................................. 1 1.1.2 研究意义 .............................................................................................. 2 1.2 研究的思路、框架与方法 .......................................................................... 3 1.2.1 研究思路 .............................................................................................. 3 1.2.2 研究框架 .............................................................................................. 3 1.2.3 研究方法 .............................................................................................. 4 2 理论基础与文献综述 ........................................................................................ 6 2.1 手机银行概述 .............................................................................................. 6 2.1.1 手机银行的定义 .................................................................................. 6 2.1.2 手机银行的特点 .................................................................................. 6 2.2 相关理论基础 .............................................................................................. 6 2.2.1 PEST分析方法 .................................................................................... 6 2.2.2 五力分析法 .......................................................................................... 7 2.2.3 SWOT分析方法 .................................................................................. 7 2.2.4 鱼骨图分析方法 .................................................................................. 7 2.2.5 STP分析理论 ....................................................................................... 7 2.2.6 7Ps理论 ................................................................................................ 9 2.3 文献综述 .................................................................................................... 10 2.3.1 国外文献综述 .................................................................................... 10 2.3.2 国内文献综述 .................................................................................... 10 3 C银行手机银行市场环境分析 ....................................................................... 12 3.1 外部环境分析 .................................................................................