| Mobile finance refers to a package of solutions that provide customers with various types of financial services by using mobile Internet technologies through various mobile devices such as smart phones,tablet-like PC terminals,and wireless POS machines.Mobile finance really helps banks achieve 7*24-hour "3A" service.Due to the exclusivity of APP in the mobile internet era,mobile financial products of banks,especially mobile banking,are playing significant roles in developing new customers,maintaining stock customers and enhancing customer stickiness.Therefore,the mobile financial business has become a new business growth point and hand in traditional banking industry.In recent years,Internet financial companies have sprung up,which promotes the financial networking and financial disintegration to speed up again.Alipay,JD Finance,and WeChat Pay have spared no effort to build their own online and offline closed-loop financial ecosystem,taking the traditional settlement payment services such as transfer remittance and payment as the entry point and taking the pure credit products and investment wealth management products as growth points.With extremely fast business research and development speed and strong execution power as a favorable weapon,it constantly sprints and spurs the market share of traditional banking industry with great aggressiveness.Based on the research activities of China Construction Bank's Hebei Branch,this paper explores how its mobile finance business chooses and develops a competitive strategy in line with the current business environment and competitive pressure to maintain its current leading position and market share in mobile finance.In response to this problem,the author finally determines to analyze the external macro environment of Hebei CCB's mobile financial business through the PEST model,and then analyzes the industry's competitive environment faced by the company with the five-force analysis model.Thus,the author has a clearer understanding about the opportunities and threats of the mobile financial business for Hebei Construction Bank and through the value chain analysis,the competitive advantages and disadvantages of Hebei CCB's mobile financial business are obtained.Through quantitative SWOT analysis,the possible strategies adopted by Hebei Construction Bank are compared one by one,and the differentiation strategy is finally determined as the competitive strategy for the development of mobile finance business.After identifying the competitive strategy for Hebei CCB Mobile Finance,the author decides to implement the differentiation strategy from five aspects:product differentiation,target customer differentiation,deep exploration of CCB data potential,strengthening cooperation with third-party companies,and achieving differentiated risk prevention and control measures.In order to ensure the smooth implementation of the competition strategy,the company's competitive strategy will be guaranteed by deepening the evaluation and incentive mechanism,doing a good job in mobile financial human resource protection and promoting synergy according to the line.In the process of research,this paper believes that we should focus on the business development direction and market share of third-party payment companies,always pay attention to the "national team" Union Pay's strength in this field,and continue to pay attention to external threats and their changes.It is necessary to continuously track the improvement effect of the follow-up performance appraisal program of Hebei Construction Bank on the level of business development,and continue to pay attention to the influence of the change of the assessment mechanism on the business competition strategy.While developing personal mobile financial products,we must continue to track the development of the public mobile financial business and market response,and explore the possibility and competitiveness of joint development of public and private products. |
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