Research On Marketing Strategy Of Mobile Bank Of Postal Savings Bank Of China

With the rapid development of the mobile Internet,Internet companies have gradually entered the financial sector and cooperated across borders,causing huge squeeze on the banking market.Various commercial banks have realized the importance of vigorously developing mobile banking,and mobile banking can provide customers with more convenient financial products and services,and become a key business of various commercial banks.At the same time,various commercial banks are also facing the marketing problems of mobile banking,and the marketing objectives are not implemented.Therefore,it is necessary to strengthen the research on the marketing strategy of mobile banking to further expand the marketing channels of mobile banking and better realize commercial banking.Marketing goals.This paper takes China Postal Savings Bank Mobile Bank as the research object,based on the relevant theories of marketing strategy,mainly uses literature research method,observation method,quantitative analysis method and other research methods to analyze the current situation of mobile banking marketing strategy of Postal Savings Bank.And put forward the improvement countermeasures of mobile banking marketing strategy.The research of this paper mainly includes six parts.The first part mainly expounds the research background and significance,and introduces the research status at home and abroad.The second part is related theoretical basis,including the related concepts of mobile banking and marketing strategy and related marketing.Theory and its analysis tools;the third part is the analysis of the marketing environment of the mobile banking bank of the Postal Savings Bank,and uses the PEST analysis method and the Porter Five Force model to analyze the macro environment,the competitive environment and the internal environment faced by the mobile banking bank of the Postal Savings Bank.Finally,the SWOT analysis model is used to find out the advantages and disadvantages of the postal bank in the development of mobile banking,as well as the opportunities and threats faced by the outside.The fourth part is the current status and existing problems of mobile banking in the Postal Savings Bank,mainly through observation.And the interview method analyzes the current status of the mobile banking marketing strategy of the Postal Savings Bank,and summarizes the problems existing in the mobile banking marketing strategy of the Postal Savings Bank.The fifth part is the development of the mobile banking strategy of the Postal Savings Bank,using the STP theory to select 25-45 years old.A young white-collar group with stable jobs in urban and rural areas as a target city The field,and adopt differentiated marketing positioning,proposes improvement strategies for marketing strategies from aspects of products,prices,channels and promotions;the sixth part is conclusions.Through analysis,it is concluded that in the future business development,the Postal Savings Bank should make full use of the huge individual customer base,fully provide differentiated services to customers in combination with the unique resources within the Post Group,and use its own resources to compete with its peers.Market potential,greatly enhance market influence,accelerate the development of mobile banking through the improvement of mobile banking marketing strategy.