Research On The Marketing Strategy Of Mobile Banking Business Of Bank Of China Shaanxi Branch

In recent years,with the rapid development of mobile communication technology and the widespread popularity of smart phones,Banking business has gradually shifted from the traditional counter to networking.As a combination of mobile network and commercial banking business,mobile banking has gradually developed into the mainstream financial service mode favored by users with its own convenience and security.In addition to the innovative applications of mobile payment and the changing consumer awareness and living habits,mobile banking has become a place of strategic importance for major banks to compete in the market and seize customer resources,profoundly reconstructing the competitive landscape of the traditional banking industry.As a large state-owned commercial bank,Bank of China is one of the first banks to launch mobile banking business in China.With its excellent performance in functionality,innovation and stability of mobile banking,Bank of China has obtained high market satisfaction.As the first-level branch directly under the head office of Bank of China,Bank of China Shaanxi Branch is comforming to the technological reformation,accelerating the construction and promotion of mobile banking,as well as researching the marketing strategy system of mobile banking,which are of great significance to the development of mobile banking business of Bank of China Shaanxi Branch.Based on this,this paper starts with the current situation of mobile phone banking business marketing of Bank of China Shaanxi Branch,then makes a systematic investigation and analysis on mobile phone banking business marketing according to marketing theory,including the status of mobile banking business marketing and customer satisfaction evaluation,thus finding out the problems and shortcomings in the marketing process.Combined with the PEST,Five-Force Model and SWOT analysis,this paper analyzes the external and internal environment of mobile banking business marketing of Bank of China Shaanxi Branch,and finds out the external opportunities,threats,internal strengths and weaknesses faced by the development of mobile banking business of Bank of China Shaanxi Branch.On this basis,using STP marketing strategy analysis to subdivide the mobile phone banking business market of Shaanxi Branch,determine the target market,and accurately position the market.Afterwards,combined with the marketing mix theory,this paper explores the marketing strategy of mobile banking business of Bank of China Shaanxi Branch,and puts forward targeted marketing strategies and suggestions,including seven aspects: product,price,place,promotion,people,physical evidence and process marketing.To ensure the implementation of marketing strategy,this paper puts forward specific safeguard measures from system,capital,personnel and technology,thereby promoting the smooth implementation of mobile banking marketing strategy of Bank of China Shaanxi Branch,and further push on the business development and enhance market competitiveness.