论移动银行在电子商务中的营销策略

银行业作为我国加入WTO后开放的重要内容,其生存模式在未来将产生质的飞跃。互连网的数字神话造就了电子商务的繁荣,进而掀起了银行业经营的变革——网络银行。而随后的移动银行作为通信和金融融合的产物给银行业又带来了变革的契机。但这种契机最终并没有转化为市场,也没有将银行业的虚拟化经营引向纵深。本文立足于商务策略,通过分析离线微支付模型的运作原理引伸出在线金融在一定阶段不能自然代替离线金融的局限性。提出了建立基于银行移动应用的VASP策略,分析了这一策略对银行乃至整个产业链的变革作用。本文从电子商务的模式分析引伸出银行应该打破零中间商理论,发展B2B2C的移动电子商务中间平台,设计了一个以移动支付为核心的VASP改造流程及具体的业务操作规程。

Commercial Policy of Mobile Bank in E-commerce Age

Bank system will resort to new mode of existence and development after joining the WTO. The digit myth established by internet makes E-commerce prosper, furthermore E-bank, as the fruit of banking operation's reform , come into being, likewise, mobile bank bring another chance to leap by combining the telecom and banking. However, the resurrectional oppotunity isn't transformed to realization and lead the reform of bank into depth.This article , based on commercial policy,argue that online banking service can not voluntarily take the place of offline service by analysing micropayment theories. As a Policy, the VASP mode is discussed.The influence to the production chain and banking system by VASP Policy is expounded. At last, B2B2C mode of E-commerce is extended to by getting rid of the non-agent theory and the reform process as well as the operation rules is designed as far as mobile payment is concerned.