The Marketing Planning Of Mobile Banking Business Of H Branch Of Bank Of China

With the rapid development of internet technology and the emergence of the 5G era,the lifestyle experiences great changes.With the limitation of time and space,the traditional sales mode cannot adapt to the rapid life paces.Therefore,with the influence of big data and e-commerce,the banking industry has gradually broken through the limitation of the traditional operation mode and focus on the development of the electronic banking business.Mobile banking comes into being.Since 2010,all kinds of banks began to gradually promote mobile banking services and constantly expanded business channels based on the internet platform,which gradually influenced the consumption habits with a new way of payment.As an important part of our state-owned banks,Bank of China is in possession of good brand efficiency and rich customer resources.As one of the earlies banks to develop mobile banking in China,Bank of China has a unique advantage.After more than seven to eight years of development,its user number is increasing year by year and wins high reputation within the same industry and the vast number of users.However,with the fierce competition in the industry,the market share of its mobile banking business is out of proportion to its traditional business market share and the further expansion of the mobile banking market faces great challenges.This article takes H province branch of Bank of China as the research object.Based on the guidance of relative theories on marketing strategy,it mainly uses the literature analysis method,the case analysis method and the interview method and so on research method to carry on the research on business marketing planning question on mobile banking business of H province branch of Bank of China.Firstly,according to the definition of mobile bank,with the combination of the development status of mobile phone bank at home and abroad,this paper states the related marketing strategies of mobile banking at home and abroad in recent years,and summarizes the research results.Through a variety of analysismodels to simulate the market environment of China's mobile banks,it makes conclusion of the advantages and disadvantages of the current business.At the same time,based on the existing marketing theory,marketing plans on H province branch are designed respectively from four aspects: the product,price,channel,promotion,for example,in the production strategy,according to the differentiated needs of different customers,it is necessary to design differentiated products,enrich the mobile functions,and accelerate product renewal paces;In the product pricing strategy,according to the consumption of different customers,it is necessary to make differential pricing strategies,such as the implementation of free prices,discount prices,promotional prices,etc.;In the product marketing channels,it is necessary to establish an all-round,multi-level,broad-area cooperation system to maximize the most favorable marketing network;In the promotion strategy of the product,it is necessary to speed up the innovation process of the promotion mechanism,realize the complementation of the new media and traditional media.Besides,it is also necessary to use the big data platform to make the most advantage of the mobile bank.