MBA教育中心知识库

近年来，数字经济和移动互联网发展趋势迅猛，推动各行各业开展数字化转型升级。移动支付也越来越普及，由原来的线下面对面现金支付转变为线上点对点支付，市场范围也在进一步扩大，涉及的领域包含餐饮、交通、医疗、教育、公共缴费等等，极大地提高支付效率，降低支付成本。而支付作为银行业金融机构的传统业务，是最底层、最广泛的金融活动，也是维护客户关系的基础，保证持续经营的前提。当前，移动支付的普及对银行业金融机构的传统业务带来不小的冲击，同时也蕴藏着巨大的发展机遇。受信息技术和客户需求的驱动，数字人民币出现在历史的舞台。随着数字人民币的应用与推广，央行数字货币采用“双层运营、中心化管理”模式，大型商业银行作为运营机构积极参与研发运营，为其业务转型带来全新的发展机遇。在激烈的移动支付市场竞争中，G银行必须紧抓数字人民币推广的契机，积极融入相关研发与推广，打造数字支付新生态，优化客户支付体验，获得市场。

本文基于数字人民币试点地区的推广情况，应用市场营销基础理论，系统地归纳与整理了近年来国内外学者对央行数字货币的广泛研究，深入剖析了数字人民币的核心概念与基础定义，以此作为本文的理论基石。同时，结合PEST、SWOT以及波特五力模型等多重分析工具，全方位、多维度地探讨了G银行当前在推进数字人民币硬钱包业务方面所面临的挑战与机遇，以期为该领域的持续发展提供有益的参考与启示。最后结合4P营销策略，对G银行推广数字人民币硬钱包提出优化策略，进一步拓宽硬钱包的推广渠道，推动数字人民币业务快速发展。数字人民币的广泛应用，能够满足人们在数字经济时代对法定货币的需求，进一步推动支付市场的便捷性、安全性和高效性，提升金融服务的政治性、人民性，优化营商环境，助推国内数字经济加快发展，进而提升人民币的国际地位。

关键词：数字人民币 G银行 硬钱包 营销策略

In recent years, the digital economy and mobile Internet have developed rapidly, promoting digital transformation and upgrading in all walks of life. Mobile payment is also becoming more and more popular, from the original offline face-to-face cash payment to online peer-to-peer payment. The market scope is also being further expanded, including catering, transportation, medical care, education, public payment and so on, which greatly improves the payment efficiency and reduces the payment costs. As a traditional business of banking financial institutions, payment is the lowest level and most extensive financial activity, as well as the basis of maintaining customer relations and ensuring the premise of sustainable operation. At present, the popularity of mobile payment has brought great impact on the traditional business of banking financial institutions, but also contains huge opportunities for development. Driven by information technology and customer needs, the e-CNY has appeared on the stage of history. With the application and promotion of e-CNY, the central bank's digital currency adopts the mode of "double-tier operation and centralized management". As large commercial banks are operating institutions, they actively participate in research and development and operation, bringing new development opportunities for their business transformation. In the fierce competition in the mobile payment market, G Bank must seize the opportunity of the e-CNY promotion, actively integrate into relevant research and development and promotion, create a new ecology of digital payment, optimize customer payment experience, and obtain the market.

Based on the promotion of the e-CNY pilot areas, this paper applies the basic theory of marketing, systematically summarizes and sorts out the extensive research of the digital currency of the central bank by domestic and foreign scholars in recent years, and deeply analyzes the core concept and basic definition of the e-CNY, taking this as the theoretical cornerstone of this paper. At the same time, combined with multiple analysis tools such as PEST, SWOT and Porter's five-force model, this paper discusses the challenges and opportunities of G Bank in promoting the e-CNY hardware wallets business in an all-round and multi-dimensional way, in order to provide useful reference and enlightenment for the sustainable development of this field. Finally, combined with the 4P marketing strategy, the bank put forward an optimization strategy for G Bank to promote the e-CNY hardware wallet, further broaden the promotion channels of hard wallet, and promote the rapid development of the e-CNY business. The wide application of the e-CNY, can meet the demand in the digital economy era of legal tender, further promote the convenience of payment market, security and efficiency, improve the political nature of financial services, people, can further optimize the business environment, boost the development of domestic digital economy, and enhance the international status of the RMB.

Keywords：E-CNY；G bank；Hardware wallets；Marketing strategy