Research On The Marketing Strategy Of Mobile Finance Business Of CCB Quanzhou Branch

With the development of information technology and the emergence of smart mobile devices,people's living habits and payment methods have been greatly affected.The development of mobile financial services in the market is swift and violent.Nowadays,the various functions of mobile devices have become more and more perfect.Compared with traditional PCs,people are more inclined to handle financial services through mobile devices.Its convenient advantages are self-evident.The traditional financial service model can no longer meet the various needs of social development.Major banks are also rushing to seize the mobile financial market.In view of the current situation,CCB took the lead in putting forward the concept of “mobile priority strategy” in 2015,and determined that the development of mobile finance business should be the basis for the Bank's reform and transformation in the next few years.CCB Quanzhou Branch also actively follows the development direction of the head office and takes mobile financial services as the top priority of its work.Therefore,CCB Quanzhou Branch has implemented a marketing strategy suitable for its development in the fierce market competition,seized the opportunity for the development of the mobile financial business transformation,and improved the market competitiveness of the Bank in order to realize leapfrog development.Research on such issues should not be limited to theoretical discussions,but should also be extended to the real problems facing the development of the mobile banking business of the CCB Quanzhou Branch.This will promote and guide the development of the Bank's mobile financial services.Even the entire China Construction Bank has an important significance.This article is mainly based on the development status of the current mobile banking business of CCB Quanzhou Branch.It studies the appropriate marketing strategy adopted by the Bank and follows the research ideas of “problem,problem analysis,and problem solving”.In-depth analysis.First of all,it analyzes the status quo of the development of the mobile finance of the CCB Quanzhou Branch and the problems existing in the Bank's development of the mobile finance business,so as to point out the necessity of adopting an appropriate marketing strategy.Second,based on the internal and external environment facing the mobile finance of the Construction Bank of Quanzhou Branch,the STP strategy of its mobile finance is analyzed.Through the analysis of the STP strategy,the market segmentation,target market selection,and market positioning of the mobile banking business of the CCB Quanzhou Branch were clarified.In this way,the Bank's customer base is clearly defined,which helps to develop targeted marketing strategies and promote the transformation of its business.Thirdly,constructively combining 4C theory with 4P theory,it has been integrated into a 4C marketing strategy to develop a practical marketing strategy for the Bank's mobile banking business at Quanzhou Branch.Finally,in order to ensure the implementation of its marketing strategy,the actual safeguard measures such as building a feedback mechanism for marketing strategy,establishing a modern security protection system,and improving the after-sales service system are proposed.And summarize the research work of this paper,and put forward the inadequacies and prospects of this paper.