Research On Marketing Strategy Of Mobile Banking Business Of Bank Of Communications Z Branch

With the development of economy,the electronic industry has also developed rapidly,as have communication-technology and smart phones.With the development of The Times,Banks have also changed the direction of the traditional counter to the direction of networking,which is also the trend of The Times.Nowadays,almost everyone has a mobile phone,and the research on mobile banking is of great significance.Because of its convenience and security,mobile phone has gradually become people's first choice.With the continuous innovation and development of mobile payment and other businesses and the continuous change of-customer s'consumption awareness and living habits,the development of mobile banking is the main development direction for the major Banks to carry out innovative development and market competition.How to stand out in the fierce competition in the same inciustry and how to consider the future development of marketing strategy of mobile banking are the main issues considered by bank of communications branch Z.Therefore,it is of great significance to study marketing strategy of mobile banking.T his paper studies the marketing strategy of mobile banking in bank of communications Z branch.This paper analyzes the current situation of bank of communications in Z mobile banking business marketing,through the questionnaire survey analysis of bank of communications in Z problems of mobile phone bank in the marketing,specific include:product integration degree is not high,the price advantage is difficult to reflect,marketing channels to expand,and such problems as tangible demonstration to im prove,through PEST analysis and SWOT analysis of bank of communications in Z mobile banking marketing environment analysis,through the STP theory and the 7 ps theory of bank of communications in Z mobile banking marketing advice,subdividing market,determine the target market and positioning;From the product strategy analysis,make the product easy to operate,multi-function,reflect the alienation of travel and improve innovation;Pricing strategy,free pricing strategy and differential pricing strategy;Channel strategy,network channel and channel cooperation marketing strategy;Promotion strategy,advertising media promotion,holiday promotion,points promotion and other means.At the same time,it puts forward the guarantee measures for the implementation of marketing strategy of mobile banking in bank of communications Z branchIt is hoped that the research of this paper can provide reference for the marketing of mobile phone banking in the same industry.