Research On Mobile Finance Business Development Strategy Of Y Branch Of Agricultural Bank Of China

In the era of mobile finance,the application of "big data,artificial intelligence,mobile Internet,cloud computing,blockchain" and other emerging technological means has accelerated the process of "de-materialization,de-intermediation and de-professionalization" of financial institutions,and profoundly changed the ecology and business model of the financial industry.As smart phones,portable tablet,such as the widely application of the intelligent terminal,mobile financial market customer base continues to expand,the mobile end client interaction experience,mobile financial services with a growing number of scenarios and customers,to the mobile data traffic has been accumulated and growth,mobile financial begin to accelerate the time has come.Agricultural bank Y branch is the provincial level of the agricultural bank of China in the Y branch,in recent years,mobile Y branch closely the change of the financial market,grasp the overall trend of customer needs,in financial under the help of science and technology,improve the efficiency and level of service,to accelerate the transform Y branch management and business model innovation,deposit and lending market share are among the four line first.Although compared with itself,the mobile finance business of Y branch of agricultural bank of China grows rapidly,there are still many problems.The quality of mobile financial customers is low,while the proportion of sleeping customers is relatively high.Online product homogeneity,features are not prominent.These are urgent problems to be solved for the development of mobile finance business of Y branch.Through the PEST analysis and SWOT analysis,this paper draws the Y branch mobile financial business development strategy,clear its strategic positioning,and from retail,probability,the agriculture,rural areas and farmers pratt &whitney,wisdom,scene in areas such as comprehensive assault,formulate specific development strategy,through public-private linkage,department coordination,centralized control platform for the power to expand the customer quantity,increase the platform operation flow,formation depth binding relationship with customers,increase customer stickiness and activity,improve customer value and loyalty,improve mobile financial contribution to the whole business.