Research On Marketing Strategy Of Mobile Banking Of Bank Of China Jilin Branch

China's mobile banking business has continued to develop with the innovation of mobile phones and Internet technologies.From 2000 to the present,it has experienced the SMS banking phase,WAP banking phase,and APP banking phase.The functions of mobile banking have also become more and more scene-oriented.With the advent of the 5G era,the popularity and application of domestic mobile banking has become one of the important areas of commercial bank competition.How to improve the competitive advantage in the same industry,how to market mobile banking in the era of big data,and make mobile banking an important way to explore potential customers,realize business innovation,and promote business development in the development of banking business,which banks should pay attention to Key issues.This article takes the mobile banking of Bank of China Jilin Branch as an example.First,it introduces the product characteristics of the mobile banking of the bank in detail,analyzes the marketing status of the mobile banking of the bank and the problems existing in the marketing.The problems include: the target market is not clear,the product functions are the same,the quality is serious,the market price is not dominant,the comprehensive marketing capability is insufficient,the outsourcing business is not enough,and the management constraints are not in place.The reasons for the problems are analyzed.On this basis,through the PEST analysis method,the macro environment of mobile banking marketing of Bank of China Jilin Branch is analyzed from the four aspects of politics,economy,society and technology;the micro-environment is analyzed from three aspects of the enterprise itself,consumers and competitors.The strengths,weaknesses,opportunities and threats of the bank's mobile banking marketing are explored in combination with the SWOT analysis method.In order to solve the problems in the mobile banking marketing of Bank of China Jilin Branch,this article formulates a marketing mix strategy.First,use the STP theory to segment the mobile banking market,analyze the target market and market positioning of the bank's mobile banking,and combine the 4P theory to design a marketing mix strategy from four aspects: product,price,place and promotion.At the same time,in order to ensure the effective implementation of the mobile banking marketing strategy of the Bank of China Jilin Branch,four safeguard measures were proposed.Including deepening the business linkage mechanism,mobilizing the enthusiasm of all employees to strengthen marketing capabilities,improving the performance evaluation system and incentive mechanism,strengthening customer management and improving information feedback channels.The significance of this article is to improve the market competition position of the mobile banking of Bank of China Jilin Branch,and it has certain reference value for the formulation and implementation of mobile banking marketing strategies.