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우체국금융의 모바일 결제서비스 강화 방안 연구 -모바일뱅킹을 중심으로-
제목 우체국금융의 모바일 결제서비스 강화 방안 연구 -모바일뱅킹을 중심으로-
저자 박재석 ·김민진 조회 17315
게재지 기본연구 권호 기본연구 14-14
언어 KOR 페이지 1-247 (총 247 pages)
PDF pdf열기우체국금융의 모바일 결제서비스 강화 방안 연구 -모바일뱅킹을 중심으로- 발행일 2014.12.31
분류정보 통신 > 통신정책
통신 > 통신서비스 산업ㆍ시장
미래전략 > 정보화
IT산업 > IT산업ㆍ시장
우정사업 > 우정정책ㆍ전략
전 세계적으로 스마트폰의 기술발전 및 보급률의 증가와 더불어 모바일 결제서비스가 성장하고 있다. 실제로 미국의 정보기술 연구 및 자문 회사인 가트너에 따르면 글로벌 모바일 결제시장 규모가 2009년 260억 달러에서 2013년 2,354억 달러로 5년 동안 약 9배 증가한 것으로 나타났고, 이에 가트너는 이러한 증가 추세라면 2014년에는 3,530억 달러, 2017년에는 7,210억 달러를 기록할 것이라고 전망했다. 이러한 모바일 결제서비스의 성장은 우리나라도 마찬가지인데, 한국은행에 따르면 모바일 뱅킹 등록고객이 빠르게 증가하고, 건수 기준으로는 인터넷뱅킹의 전체 증가세를 주도하고 있다고 분석되어 향후 지급결제수단으로서 그 중요성이 한층 강화될 것으로 전망되었다. 이러한 시대의 흐름에 부응하면서 한편으로 신용카드 업무를 취급하지 못하기 때문에 발생하는 지급결제서비스의 취약점을 보완하기 위해 우체국금융은 모바일 결제서비스의 강화를 위해 노력하고 있다. 특히 최근 창구망 효율화 전략을 추진하면서 상대적으로 고객 접점이 감소하고 있는 바, 이에 대한 보완책으로 모바일 결제서비스의 강화는 필수불가결한 것으로 판단된다. 따라서 우체국 모바일 결제서비스의 강화 방안에 대한 심도 있는 연구가 필요하며, 경쟁이 심화되는 상황에서 우체국이 차별화할 수 있는 방법은 없는지에 대한 검토가 필요하다고 판단되었다. 아울러 우체국만의 특성을 활용하여 모바일 결제서비스를 활성화할 수 있는 방안뿐 아니라 타 채널의 효율적인 운영을 아우를 수 있는 연구도 필요하다고 판단되었다.
이에 본 연구에서는 산업환경 분석, 경쟁환경 분석을 통해 모바일 결제서비스를 둘러싼 산업생태계와 환경 변화에 대한 분석을 수행하였다. 이를 바탕으로 경쟁사, 고객, 자사의 현황을 파악하였고 우체국금융 역량을 분석하여 고객의 니즈에 부합 하면서도 경쟁사와 차별화할 수 있는 우체국금융의 모바일 결제서비스 활성화 전략을 제시하였다.
서 언···················································································································· 1
요약문·················································································································· 13
제1 장 서 론······································································································ 21
제1 절 연구의 배경 및 목적··········································································· 21
제2 절 주요 연구 내용··················································································· 25
제2 장 모바일 결제서비스 동향 및 시사점······················································· 27
제1 절 국내외 결제시장 동향········································································· 27
1. 결제시장의 규모 증가················································································ 27
2. 전자방식의 지급결제 활성화····································································· 28
3. 모바일 결제 활성화··················································································· 30
제2 절 모바일 결제서비스 관련 기술 및 정책 동향······································ 32
1. 모바일 결제서비스 유형 및 기술 동향······················································ 32
2. 모바일 결제서비스 관련 정부 정책 동향·················································· 49
제3 절 모바일 결제서비스 관련 사업자 동향 ··············································· 54
1. 국내 사업자 동향······················································································· 54
2. 해외 사업자 동향······················································································· 66
3. 국내외 기업의 모바일 결제서비스 제공 시사점········································ 72
제3 장 고객 분석······························································································· 75
제1 절 우체국예금 고객 현황········································································· 75
1. 우체국예금의 고객 특성············································································ 75
2. 모바일 결제서비스 이용 현황···································································· 77
제2 절 연구 방법론 고찰················································································ 78
1. 기존 문헌 연구·························································································· 78
2. 분석기법 소개···························································································· 84
제3 절 고객 조사···························································································· 89
1. 조사 개요··································································································· 89
2. 정량 조사··································································································· 94
3. 정성 조사································································································· 116
제4 절 시사점······························································································· 128
제4 장 우체국금융의 모바일 결제서비스 강화 방안······································· 132
제1 절 3C 분석 결과···················································································· 132
1. 국내외 모바일 결제서비스 경쟁 현황 ···················································· 132
2. 우체국금융 모바일 결제서비스 현황······················································· 134
3. 우체국금융 고객 특성 및 고객 조사 결과··············································· 135
4. 시사점······································································································ 138
제2 절 STP 전략··························································································· 139
1. 고객 세분화 기준 설정············································································ 139
2. 목표 고객 선정························································································ 140
3. 목표 고객 Profiling ·················································································· 142
제3 절 실행전략(Action Plan) 수립······························································ 146
1. 기본 전략································································································· 146
2. 전략 과제································································································· 146
3. 실행방안 및 로드맵·················································································· 158
제5 장 결 론···································································································· 163
참고문헌············································································································· 169
[부 록] ··············································································································· 175
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