Research On Marketing Strategy Of Mobile Banking In A Branch Of China Construction Bank

With the effective improvement of mobile financial technology,the field of mobile financial payment is a new blue ocean.Judging from the development of mobile payment in commercial banks,mobile banking marketing strategy has become more and more important in the business process of commercial banks,which is directly related to whether commercial banks can successfully seize the consumer market.In recent years,with the continuous development of information and communication technology and the rapid rise of Internet finance,mobile phone shopping,mobile phone payment,mobile phone transfer,online investment and other financial services have penetrated into all aspects of people's lives.Coupled with the rapid catch-up of third-party Internet platforms,a variety of financial products higher than deposit interest and agent payment have emerged one after another.Internet finance has gradually replaced traditional commercial banks' payment intermediaries and The Credit Intermediary,seizing a large number of customer resources and market shares,posing a great threat to traditional commercial banks.Mobile banking refers to a more convenient way to provide traditional banking services to customers by relying on the technology of mobile equipment suppliers,so as to meet the needs of customers who can handle business without leaving their homes.In the era of rapid development of Internet finance,commercial banks are constantly seeking for development and innovation.They are moving from traditional single physical offline channels to compound Channel transformation in O2 O.Vigorously developing mobile payment services of mobile banking is conducive to enhancing the core competitiveness of enterprises,promoting the transformation of network operation,continuously meeting customer needs,accelerating global economic integration,and promoting the entire financial innovation.It can be seen from this that the selection and innovation of mobile banking marketing strategies for commercial banks are of great practical significance.How to correctly use mobile banking marketing strategies to continuously expand market share and win customer resources is an urgent problem for major commercial banks to solve at present.This article first elaborates the research background and significance,the domestic and foreign research summary,research methods,research contents,as well as the innovation points and shortcomings of this article.Secondly,itintroduces the related concepts and theoretical basis of mobile banking.Then,it makes an in-depth analysis of the mobile banking marketing environment of China Construction Bank A Branch.Finally,it analyzes the current situation of the mobile banking marketing mode of China Construction Bank A Branch in detail.It focuses on the problems and causes in the application of mobile banking marketing strategy of China Construction Bank A Branch.Finally,it puts forward the overall thinking of mobile banking marketing strategy of China Construction Bank A Branch and formulates effective solutions.This paper studies and analyzes the macro environment and industrial environment faced by China Construction Bank A Branch's mobile banking marketing through literature research,case analysis,data induction and interview,mainly using PEST and Porter's five-force analysis model.Based on the marketing theories of Segmenting,Targeting,Positioning and 7P,this paper makes a detailed analysis of the current situation,existing problems and causes of China Construction Bank A Branch's mobile banking in terms of market segmentation,target market and market positioning,as well as in terms of products,prices,channels,promotions,personnel,services and management.This paper studies and analyzes the problems of China Construction Bank A Sub-branch,such as unclear market positioning,homogenization of product functions,insufficient utilization of price advantages,too single marketing means,weak external expertise,inadequate personnel training,poor display of product function information and failure to implement management constraint mechanism.The reason lies in the following aspects: the market segmentation is not implemented,the innovation of products is not high,the flexible display of product advantages is not implemented,the sense of customer experience is not continuously improved,the product marketing publicity is not strong enough,the marketing method lacks humanization consideration,the staff's guidance on the daily application of customers is poor,and the marketing management and life scene match are poor.Finally,the overall marketing idea of China Construction Bank A Branch is elaborated.This paper puts forward marketing strategies based on target Market Differentiation,integrated marketing based on diversity of marketing strategies,marketing strategies based on diversity of products and services,precise marketing strategies based on data analysis,marketing strategies based on market competition orientation,marketing strategies based on feedback of customer satisfaction,marketing strategies based on positioning of market brand culture and marketing strategies based on healthy and interesting interaction,andall-round and effective implementation measures to formulate growth plans for employee training and learning and to establish and perfect scientific incentive and evaluation mechanism.It is hoped that it can be used as a reference for the improvement of mobile banking marketing strategy of China Construction Bank Branch A,and bring some new ideas for other domestic commercial banks to improve the success rate of mobile banking marketing.The research in this paper meets the practical requirements.The selection and innovation of mobile banking marketing strategy is the inevitable requirement to enhance the competitiveness of banks.In addition,the internal motivation of consumers' individual needs,the external driving force of the practical requirements of the transformation of innovative outlets in the "Internet plus" era and the favorable conditions for the construction of a harmonious society environment,thus,the integration and innovation of mobile banking marketing strategy of commercial banks is the inevitable trend of future development.The future is an era of rapid development of mobile finance and Internet payment.Commercial banks should take advantage of the situation,accelerate reforms,make positive progress and make accurate transformation.Only in this way can they continuously contribute to the development of financial mobile payment and better enhance the ability of enterprises to resist the competitive risks of other commercial banks and cope with challenges.Therefore,only by continuously integrating resources,strengthening understanding of the needs of customer groups,rationally applying and enriching marketing strategies,and realizing the diversity and innovation of mobile banking marketing strategies,can commercial banks seize the first opportunity in the fierce market competition,enhance their unique competitive advantages and obtain more value returns.