| In recent years,the rapid development of Internet and mobile communication technologies has enabled financial institutions to constantly adjust their own business operation models.Whether it is from the development trend of foreign mobile banking market or the popularity of third-party payment platforms in China,mobile financial services have a broad market prospect.As an extended service of the online banking business,mobile banking is playing an increasingly important role in the strategic layout of mobile banking in various commercial banks.With its timely and efficient features,mobile banking meets the diversified needs of different customers,allowing customers to experience fast and innovative finances Services,in order to attract more user groups,domestic banks are competing to innovate and improve mobile banking services.ICBC as one of the earliest commercial banks in China to launch mobile banking services,by the end of 2017 year,the number of mobile banking customers exceeded 280 million,how to deal with the difficulties and problems in the development of mobile banking services.Maintaining a leading position in the severe market competition deserves our in-depth reflection and discussion.This article takes the ICBC mobile banking business as the research object,first systematically introducing the development status of ICBC mobile banking from three aspects: development history,business content,and market position;secondly,it analyzes the internal and external environment of ICBC's mobile banking business development.As far as the external environment is concerned,at the macro-environmental level: favorable policies,advanced technologies,and huge market potential have created opportunities for the development of ICBC's mobile banking business.This article uses Porter's five force model to explore the competition situation faced by ICBC's mobile banking business at the industrial environmental level from the perspective of horizontal competition,new entrants,existing alternative products,and the bargaining power of consumers and suppliers;In relation to the internal environment,ICBC's excellent brand image,large number of customers,and strong technology and financial strength are all advantages of the development of the mobile banking business.Moreover,this article further discusses the problems existing in the development of the current mobile banking business of ICBC;Finally,based on the above research,we propose ideas and suggestions for the development of ICBC's mobile banking business in four aspects: enhance user experience,strengthen product innovation,improve marketing system,and improve security mechanisms.It is expected that the research of this paper will help ICBC in the distribution of mobile banking services in both theoretical and practical aspects.Although there are many problems in the development of ICBC's mobile banking business at present,relying on its strong financial strength and scientific and technological advantages,it positively embraces difficulties and challenges through unremitting efforts to innovate products and improve business operation mechanisms.ICBC will be able to make greater progress in the field of mobile finance. |
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