Research On Marketing Strategy Of Personal Mobile Bank Business Of China LZCB Bank Dingxi Branch

Mobile banking as a product of the times, it is not only a symbol of the trend, it is the product of modern life, people use convenient pursuit. Living development of information technology and high-paced so that the bank can target the opportunity to actively carry out mobile banking in order to obtain benefits, commercial banks only fully aware of the mobile banking services in the future broad prospects, in order to later in the moment in the development of the network economy keep pace.Lanzhou Bank since its inception in 1997, through continuous exploration and efforts, has become the largest market in Lanzhou commercial bank loan. Lanzhou Bank starting from the global perspective of development, make full use of the advantages of modern Internet, increase IT innovation, financial init iat ive to embrace the Internet, and actively carry out research and development, the introduction of the Bank’s mobile banking in 2012. Lanzhou Bank mobile banking as an important means to improve the customer experience, increase customer stickiness. But how to better carry out mobile banking market ing, further enhance customer awareness of Lanzhou Bank mobile banking, and expand the influence of Lanzhou Bank mobile banking, there is much work to do.Taking Lanzhou Bank Dingxi branch personal mobile banking for the study, the first of Dingxi branch conducted a field study, based on the marketing status of personal phone banking Dingxi branch prelim inary understanding on further obtained through questionnaires manner customers to use mobile banking, and analyzes consumer behavior. Secondly, Dingxi personal mobile banking branch target market customer base segmentation, Lanzhou Dingxi bank branch target market were selected and identif ied key market ing objectives. Finally, by combining 4p theory and 4c theory for Dingxi branch personal mobile banking marketing problems put forward the corresponding policy that explicit ly Lanzhou Bank Dingxi branches mobile banking market positioning, the implement ation of mobile banking differentiated market ing; combined with customer preference actual needs of customers actively launch mobile banking product; make full use of the network, network and other multi-channel mult i-faceted marketing tool, the convenience of mobile banking into the marketing process; focus on the use of cross marketing through sales promotion, advertising, public cross use relationship marketing, improve the marketing effectiveness of mobile banking.