摘要:进入21世纪,全球金融业得到了空前的发展,而我国金融业尤其是银行业的创新发展尤为明显。将IT技术与银行传统业务结合的电子银行业务无疑是最受人们关注的。电子银行的兴起是建立在我国IT技术、移动通信技术的基础上所必然发展起来的,今后也将成为发展的主流趋势;其中手机银行业务以其简单性、便利性已经逐渐被人们所接受。因此各家银行纷纷推出手机银行APP来扩大自己的服务范围,在完全竞争市场下中国民生银行一举获得2013年“最佳手机银行”等多个奖项。本文将主要探究民生银行手机银行业务的营销策略,并针对其中存在的问题提出解决方案。
关键词:民生银行 手机银行 营销策略 局限性
Abstract: The global financial has become unprecedentedly developed until the 21st century, such as our country’s financial industry. All above, the banking is the fastest developed. It based on the IT technology and the mobile communication technology. And it will be the trend. The mobile banking have the advantage of convenience and simplicity. In the last year,China minsheng banking corp achieved the reward“ the best mobile banking service”。
Key word:CMBC mobile banking marketing plan boundedness