Research On The Development Strategy Of Mobile Banks In Rural Areas

With the continuous progress and development of Internet technology,mobile banking has entered a new development state,and mobile payment has gradually become popular.In other words,it is more common to use mobile terminals to pay for products and services purchased.Mobile banking at home and abroad has entered an unprecedented stage of development,has become a new way of payments should not be ignored,domestic commercial Banks,telecommunications operators,third-party payment companies are,in turn,expand the mobile banking,and the various products on the market are also started the cooperation with mobile payment business marketing model,and gets the corresponding growth in profits,to this,the rural commercial bank is no exception,optimize the development of the enterprise existing strategy.In this study,the selected research object is liandu rural commercial bank,which analyzes its business in the process of payment and combines it with reality by drawing on excellent experience at home and abroad,and finally forms the development strategy of liandu rural commercial bank's mobile payment business.Firstly,the background,significance,literature review and research methods of this paper are briefly introduced.Secondly,based on relevant concepts and theories,this paper analyzes the mobile phone banking business in rural areas of liandu rural commercial bank,and carries out SWOT analysis from the macro environment,industrial environment,advantages,disadvantages,opportunities and threats.Then,on the basis of the development at home and abroad excellent experience,as well as the results of questionnaire survey,on the basis of the related enterprise vision,establishment of mobile banking strategic goals,and rural commercial bank to lotus mobile banking strategic planning to determine,in the end,respectively from lowering the operating costs for the bank,strengthen product innovation,precision marketing model to promote the brand influence,to provide the corresponding strategic safeguard measures,and the corresponding results are summarized in this paper.The main purpose of this paper is to analyze the internal and external environment of the mobile banking business in rural areas of Liandu rural commercial bank,so as to get the future corporate vision and strategic objectives of Liandu rural commercial bank,so as to formulate and optimize the development strategy of Liandu rural commercial bank,and improve the competitiveness of the mobile banking business in rural areas of Liandu rural commercial bank,so as to promote the competitiveness of the mobile banking business in rural areas of Liandu rural commercial bank to promote the development of mobile banking in China.