Research On Mobile Finance Development Of Construction Bank Hunan Branch

In recent years,the rapid development of mobile Internet,mobile phone function more perfect and more,promote the financial business process convenient and efficient,improve financial efficiency and customer awareness of financial management,has a great impact on the development of commercial banks.In addition,the major Internet companies strong penetration of the financial industry,Alipay and WeChat have to seize the market most of the mobile payment,the balance appears treasure,Jingdong and other mobile ious financial products,the traditional banking business caused strong impact.Under this background,the commercial banks need to constantly adapt to the new environment of the mobile internet change rapidly to adjust the direction of development,its mobile financial services,to respond to changes in the market change constantly like cloud and wave.Construction Bank branch in Hunan province China in Hunan province is the most important large state-owned commercial banks,occupies a pivotal position in the financial industry in Hunan Province,so it is very important to the development of mobile financial services.On the basis of combing the theory of mobile finance at home and abroad,this paper analyzes the current situation of mobile financial business in Hunan branch of China Construction Bank from the general situation of mobile financial business,internal resources analysis,market analysis and user experience analysis,and finds that there is a mobile financial business function in Hunan branch of China Construction Bank.The problem of the same and active customers is less,and through the user experience questionnaire survey,we have a comprehensive grasp of the mobile financial business.Secondly,this paper mainly uses PEST analysis and SWOT analysis to make a deep analysis on the development environment of the mobile financial business of the Hunan branch of China Construction Bank,enriching and perfecting the cognition of the development direction of the mobile financial business of the Hunan branch of China Construction Bank,which has a certain guiding role for its future development strategy orientation.Finally,based on the macro environment analysis and SWOT analysis,the strategic ideas and goals of the innovation and development of the mobile financial business in Hunan branch of China Construction Bank and the focus of the development of mobile financial business are determined.The main ideas include normal marketing,departmental linkage,key marketing,platform construction,etc.,and aim to improve the quantity and quality of the target.Good service,focusing on the product system,marketing system and service system,put forward a variety of specific suggestions in these three aspects,and on this basis,put forward the guarantee measures to improve the level of risk management,strengthen the construction of professional team,strengthen the construction of internal system,and improve the performance appraisal mechanism.