Research On Marketing Strategy Of Mobile Bank Businessof China Citic Bank Changchun Branch

China CITIC Bank Changchun Branch was established in2009, is China CITICc Bank head office is directly under the branch, is responsible for the commercialbank financial business in Jilin province. Its mobile bank business is along with therapid development of mobile payment technology and development of new financialbusiness, essentially mobile banking business is on traditional financial business,including smart phones, mobile information platform integration. Since launchreceived extensive social recognition, but because the time is shorter, ChangchunBranch into the Jilin province compared with the local inherent in the commercialbank has many shortcomings, it exists in the promotion of mobile banking businesssuch as product homogeneity serious, marketing idea is needed refining andmarketing team overall quality is low, lack of marketing activities such as marketingexecutive force problem, especially in the increasingly fierce competition, theinsufficiency of brand strength to promote the development of mobile bank businessis particularly important.This research is divided into four parts, the first part is the introduction part,after put forward in this paper, the research background, has been clear about theresearch question of this research, and design the structure of the research andanalysis of the problems of this study to solve for mobile bank business in ChinaCITIC Bank Changchun Branch has what practical significance. The second part ofChina CITIC Bank and China CITIC Bank Changchun Branch to the developmentpresent situation, and the development of mobile bank business in analysis, find real problems in mobile banking business marketing activities. The third part is to usemethods such as PEST, porter five model and SWOT model, the mobile bankbusiness in China CITIC Bank Changchun Branch and its macro and micro analysis,to find their own strengths, weaknesses, opportunities and threats, and puts forwardthe mobile banking business in the process of marketing to achieve specificmarketing goals. The fourth part, in view of the mobile bank business in ChinaCITIC Bank Changchun Branch marketing goal, use the STP strategy method,market segmentation, choose target market, ultimately determine the mobile bankbusiness in China CITIC Bank Changchun Branchmarket positioning, high-endcustomers and differentiate mobile financial products provider, and around this, putforward the concrete marketing strategies, such as product design strategy,promotion strategy, resident marketing and interactive marketing strategy, public orprivate, etc., according to these strategies, finally put forward in personnel training,business process, broaden the media promotion platform and the safeguard measuresof performance evaluation and incentive, etc.This study on the innovation point has the following several aspects: first of allproducts for mobile bank business market environment analysis, put forward toadapt to the current market competition environment in China CITIC BankChangchun Branch in mobile banking business marketing strategy. Second, Makesure mobile banking market positioning of China CITIC Bank Changchun Branch：the high-end customers and differentiate mobile financial products provider. mobilebanking market competition, the measures should be taken in China CITIC BankChangchun Branch, mobile banking in China CITIC Bank Changchun Branch tomarketing campaigns with strong reference and reference value.