A Study On The Development Strategies Of ICBC Mobile Banking

In recent years,with the continuous development of the Internet and mobile communication technology,the traditional banking services have been given a new connotation,mobile banking business has gradually become a new profit growth point of commercial banks.Mobile banking in China is still in the initial stage of development,but recently has begun to show a rapid growth trend.As a new business,mobile phone banking is also regarded as a sword of the banking industry to resist the impact of the Internet finance and plays an important role on the strategic development of commercial banks.This paper bases on the basic theory of mobile phone banking,combining the current situation of the rapid development of Internet banking,the introduction of product diffusion theory and model,to mobile phone banking ICBC as the research object,reviews the development of ICBC,combined with today's market position and development dilemma,comparing the domestic and international research,adopt empirical analysis combined with theoretical analysis the way,based on the BASS model,with the number of users of mobile phone banking time series data,concluded that mobile phone banking in China reached the peak time,mobile phone banking demonstrates the broad market prospect and huge profit space,finally set the goal and proposes the choice for the future development of mobile phone banking strategy of ICBC.To maintain the leading position in the industry,ICBC must focus on product innovation,vigorously strengthen strategic cooperation with other companies,accelerate the construction of the center of the three platforms,with "e" series of platform and product family form the features of industrial and commercial bank of mobile phone banking itself,continuously improving customer service experience,adding self-service consultation services,promoting brand marketing,precision marketing segment,increasing active customers,using advanced software security technology,set up perfect security mechanism,for individuals,businesses,etc.To provide better,more convenient,more secure mobile banking service,online service and online outlets perfect docking,as well as a full range of products and services,strong huge customer group.