Product Design Of The "Students" Mobile Banking" Of Huaxia Bank

With the rapid development of mobile Internet finance, mobile phone banking has increasingly become a new service channel changes in the financial industry competition pattern. At the same time, with the increasing frequency of use of the mobile phone, mobile phone banking has become an inevitable choice for modern commercial banks face the fierce market competition. At present, the Bank launched the mobile phone bank have realized the function diversification, comprehensive. Therefore, banks should strengthen the innovation in the development of mobile phone banking, mobile phone banking functions and the realization of personalized service, characteristic, go differentiation route.In this paper, through the students groups design "the students’Mobile Banking" of Huaxia Bank’s mobile phone banking products, to provide differentiated innovation route for the development of Huaxia Bank’s mobile phone bank. Through the actual investigation group of students financial needs and the needs of life, tailored to mobile phone banking services and functions of most needed for students. The product is divided into "China financial" and "China Life" two big modules. The Chinese financial sector including account inquiry, transfer money, finance and investment, make an appointment to take now four basic financial services, is committed to providing the most commonly used, the most convenient, the most preferential based financial services, to provide the best customer experience. Chinese living area including charging and payment, Union Pay business, executive education, travel and entertainment four value-added financial services, for student groups to tailor the most convenient, the most fashionable, the most preferential financial service life. "The students home e mobile phone bank development and design, based on guaranteeing the safety, convenience, for the students of this specific group of people trying to make the improvement and innovation of mobile phone banking functions, the realization of mobile phone banking function specialization, differentiation, fashion,In this paper, the writing is divided into six parts. The first chapter introduces the basic concepts and theory. The second chapter is the market research and result analysis, that the main analysis from the part of market, bank and student. Through the questionnaire survey, literature review and other methods of qualitative and quantitative analysis of the mobile banking market, Huaxia’s mobile banking and the the demanding of student’s financial service. Through the analysis I can find its necessary and feasible to exploit students’ mobile banking. The third chapter introduce the detail product’s service and function. The fourth chapter analyzes the feasibility of products, respectively, from the three aspects of market, supply, demand to research. The fifth chapter in the assessment of the risks and benefits of mobile banking, including safe risk, operate risk, market risk and legal risk. Then we will take action to dissipate the risks. The sixth chapter is the analysis of marketing strategy, give full play to the advantages of channel bank network, combined with the advantage of mobile phone media, implement the "equal emphasis on development strategy of dual channel line", effective student home e mobile phone bank marketing.