Research On Marketing Of Mobile Bank Of Bank C

The size of China's personal mobile banking market reached 1.502 billon as early as 2017 and has maintained a steady growth trend.With the continuous development of the interent,the widespread use of smart phones and the continuous improvement of customer service experience,mobile banking has become the focus of competitiob among many banks.As on of the four major Banks in China,bank C needs to further improve its marketing strategy of mobile banking if it wants to continuously win in the competition of mobile banking among many commercial banks.From a professional perspective,this paper thoroughly analyzes the external environment of bank C through macro envirmental analysis,competitive environment analysis and opportunities and threats faced by C bank's mobile banking.Through the analysis of the service quality and the analysis of advantages and disadvantages,improve the deficiencies and seize the market opportunities.In this paper,the core customer group of mobile banking of C bank is customers under the age of 50,and the product positioning of mobile banking to provide innovative service solutions for customers is established,so as to bring the best products and best service experience to customers,thus establishing its marketing strategy.In combination with relevant theories of service marketing,it designs the marketing strategy of C bank's mobile banking from seven different aspects,the marketing strategy adopted includes product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,process strategy and tangible display strategy.The product strategy is to adopt scenario-based,differentiated and intelligent product design;in terms of pricing strategy,it's adopted to free price,discount price or differential price;in terms of channel strategy,it applies the bank system to precise marketing,strengthens cooperation with third-party platforms,and gains customer with multiple contacts;in terms of promotion strategy,advertising and promotion strategies are adopted;banks should pay attention to staff training,pay attention to fine management,increase r&d investment in mobile banking,optimize performance indicator setting rules,and improve service guality;in terms of process strategy,we should build a scientific and efficient operation management process,apatient and professional handling and guidance process,and thoughtful and timely follow-up process;by setting up the display area of mobile banking function and setting up the experience area of payment scene,the display are carried out in a stylish way.At last,I made the specific measuers to ensure the implementation of marketing strategy,including improving the strategic position of mobile banking,increasing the construction of talent team,improving the operation and management level of business outlets,and strengthening the means of risk and safety management.This marketing strategy gives priority to how to accelerate the scale of users,improve the quality of users,bring continuous growth of benefits and accelerate the spread of the brand of bank C,and provide some help and reference for the marketing of the banking indusy.