The Research On The Marketing Strategy Of Mobile Internet Finance Of BOC L Branch

Today, the Internet+mode has swept the entire business world, and has brought the improvement of the effectiveness and the intensification of competition. The banking industry, which has experienced the most severe financial crisis since 2008, has experienced a strong revival. In the following new economy wave, banking industry is experiencing some earthshaking changes which focus on the transformation from the thinking of traditional commercial operation to the thinking of Internet. In order to achieve the purpose of reducing operating costs, maintaining customer size, expanding marketing channels, improving service efficiency and other purposes, commercial banks develop the electronic banking business as the focus of the work, and strive to change the traditional financial services model. With the deep development of science and technology, various Internet financial platforms grow up rapidly. With the development of mobile phone functions, the mobile Internet financial service rises up and has a large demand. As a new part of the electronic banking business, the service has become more and more colorful, and the customers have expanded. A lot of commercial banks have realized the importance of developing mobile Internet+mode for enterprises.Bank of China L branch is also developing the mobile Internet financial banking, but there is no suitable marketing strategy. It falls behind the industry average level. As a result, the core business of the Bank of China L branch based on the mobile Internet technology has gotten strong impact from the competitors. It’s necessary to carry on the mobile Internet finance for Bank of China L branch. This article mainly has four parts. The first chapter introduces the research background、significance and the problems, the lists the research contents and the article frame. The second chapter introduces the concept, product classification and the domestic and international marketing management mode, and then the paper states the three theoretical basis,4CS,4Vs, and 4Ps marketing strategy. The third and the fourth chapter are the main parts of this paper, which analyzes the market environment and the problems of BOC L Branch, and then list several reasonable suggestions. The fifth chapter introduces some safety measures to support the implementation plans.