国内和欧美手机银行业务发展的实践与创新

The Practice and Innovation of Mobile Banking in China,Europe and U.S.

结合手机银行发展的新趋势,本文选取了美国银行等3家欧美银行和工商银行等4家国内银行为研究样本,围绕服务模式、产品功能、安全性和业务发展等纬度进行对比分析。跟欧美同业相比,国内手机银行针对智能手机的特色服务体系尚待进一步完善,但产品功能更丰富,安全防范层级更高,即将进入快速成长期。因此,国内手机银行应充分把握发展机遇,大力发展客户端手机银行;充分挖掘手机定位特性,开创手机银行服务新体验;积极探索云计算集群优势,推动手机银行业务发展迈上新台阶;不断完善手机银行营销服务功能,打造具有客户粘性的手机银行新平台。

In view of the new trend of mobile banking, the paper chooses three European and American banks, such as Bank of America, and four domestic banks, such as ICBC, as samples to compare and analyze their service modes, product functions, security and business development. In contrast to those foreign rivals, domestic mobile banking has not yet established distinc- tive service system for smart phone, but has richer product functions and higher security level. The rapid development stage of mobile banking will come soon, so domestic commercial banks should grasp opportunities and actively prepare for the challenge of market competition. First, they should aggressively develop APP mobile banking to follow the development trend of telecom- munication. Second, they should fully exploit location-based service to provide more innovative service experience. Third, they should actively explore the cluster advantage of cloud computing to propel mobile banking forward. Last but not least, they should constantly improve the marketing function of mobile banking to set up a new service platform with customer stickiness.