Research On The Market Competitive Strategy Of Mobile Banking Business Of Bank Of China Guizhou Branch

At one time,the mobile banking was only a bottommost service of the commercial banks,and the traditional commercial banks had always been the monopolists of financial industry thanks to their widespread physical outlets and all-round financial services.Nevertheless,in company with development of internet technology,such internet magnates as WeChat and Alipay rapidly obtained an enormous group via breakthrough by dint of the scenarized service after making their debut,which awakened more and more commercial banks to the importance of the mobile payment mode of mobile banking.However,the internal and external environments for development of mobile banking are not optimistic.The external environments are dominated by WeChat that is based on a bulky social platform and the Alipay that is based on substantive e-business platforms,which two are deployed in each scene of life taking up the majority of market share,while the internal environment sees the cut-throat competition from the bank correspondents and predicament of homogenization of mobile banking.Thus,to win in the market competition bristles with difficulties for the mobile banking.As a tier-one branch of the Bank of China in Guizhou,Guizhou Branch of the Bank of China must properly change its current market competition strategy,analyze own advantages,make necessary market segmentation and update the marketing concepts in face of slow development of current mobile banking and the increasingly intense market competition.With the mobile banking of Guizhou Branch of the Bank of China as the object for research,the paper aims to explore the efficient solutions to difficult and slow development of mobile banking in Guizhou,thereby optimizing the market competition strategies.The author believes that the Guizhou Branch of the Bank of China should lay stress on market segmentation and positioning of own products in future development of mobile banking to make precision marketing for the target market,set up a good brand image,and go with the market development by shifting from "indoctrinating" marketing to "customer-centered" marketing,to provide the customers with satisfactory experience.Besides,it should improve the financial service ability via mobile banking and continuously probe into fusion of different scenes,to make the mobile banking more intelligent and convenient under the leadership of technology.Guizhou Branch should have a correct understanding of the current actuality of market competition to formulate targeted market competition strategy and adjust it based on the development changes,to carry out the market competition strategy of mobile banking in a real sense.The innovation of this paper is its proposing shifting of marketing mode of mobile banking to be "customer-centered" and positioning of mobile banking as "a new work mode",in the hope of providing some new thoughts and methods for the market competition strategy for the mobile banking of the Guizhou Branch of the Bank of China.