Research On The Marketing Strategy Of Mobile Banking In Xinyang Branch Of Zhongyuan Bank

With the development of information and communication technology and the rise of the Internet financial,people take more attention to network.The way of thinking and consumption habit had been gradually changed.Financial disintermediation is increasing.The dependence of people on the traditional bank greatly reduced.With interest rate liberalization and the rise of third-party payment institutions,the traditional profit pattern of bank is hard hit.It becomes the realistic choice for traditional banking to develop with network platform.As the combination of electronic currency and mobile communication technology,mobile banking can greatly expand the areas of the banking services.Financial transactions and financial services on network are unlimited by time and region.On this point,mobile banking is the best between traditional banking and PC banking.For the commercial Banks,whether from the Angle of product or from the perspective of channels,marketing strategies are directly influenced profitability and development of the bank.However,from China's banking industry practice,we found some bad phenomena,such as,product homogeneity,vicious competition and single marketing channel.It is more obvious in local small and medium-sized bank.Zhong Yuan Bank is a newly established local bank.Zhong Yuan Bank is obvious lack of product innovation ability and market risk defense capabilities.Faced of pressure from regional financial competition,it is urgent and realistic for Zhong Yuan Bank to create products and services,expand marketing channels and establish a marketing strategy system.Tanking Zhongyuan Bank Xinyang branch mobile banking for the study,this article is divided into six chapters.The first two chapters are the theory part.It states the research background,significance,related basic theories in turn.And the third chapter has stated the present situation and existing problems in the development of Zhongyuan Bank Xinyang branch.In the fourth chapter,it states the selection of target market.In the fifth chapter,it puts forward marketing strategy respectively from the product,users,channels,conveniences,promotion,interactive,price,cost and marketing support.The sixth chapter is conclusion and outlook section.It summarized the related conclusion.It puts forward the deficiencies and future research directions of this paper.