Z Rural Commercial Bank Mobile Phone Bank Rural Marketing Strategy

With the rapid development of network technology in the 21st century,more and more commercial banks rely on mobile terminals for business management,which is the inevitable trend of the development of mobile Internet.Mobile banking has a tremendous impact on people’s way of life,especially for the financial industry customer groups,mobile banking is gradually becoming their daily habits and dependence on financial instruments.Mobile banking is not only the product of financial product innovation,but also the product of financial service platform innovation.It marks the technical innovation ability and service innovation ability of commercial banks,and reflects the core competitiveness of a bank.As a new generation of financial service channels,small mobile banking not only carries new financial products,new technology,new customer channels,but also means new marketing methods,new marketing means and new management methods.Looking at home and abroad,more and more commercial banks are devoting themselves to the development of mobile banking business and upgrading it to the height of corporate strategic objectives.But at present,the development of mobile banking business in China is not balanced.Most banks set the goal of mobile banking promotion as urban residents,but neglected the development of mobile banking in rural areas.In fact,due to the different levels of economic development,urban residents enjoy far more financial services than rural residents.Mobile banking is only one of the various financial channels in urban residents’lives.Unlike urban areas,there are fewer banking financial institutions in rural areas,and rural residents are more eager for convenient financial services.Therefore,it is feasible to develop mobile banking in rural areas.Z Rural Commercial Bank carries out mobile banking business in rural areas,which can not only avoid the fierce competition of many banks in cities,but also open up new ways to carry out business,expand business scope and reduce operating costs.Unlike the demand for financial services in urban areas,rural areas can also promote the innovation of financial business and mobile banking itself.Continuous renewal and improvement of the body,to achieve win-win situation for enterprises and society.At the same time,from the four aspects of policy,society,economy and technology,rural areas have the conditions to develop mobile banking business.From a social point of view,mobile banking business in rural areas is not only conducive to the long-term development of Z Rural Commercial Bank,but also can promote inclusive finance and practice social responsibility.Since its birth,Z Rural Commercial Bank Mobile Bank has been constantly improving and seeking breakthroughs.Mobile banking business of Z Rural Commercial Bank has made good progress in urban areas,but it is difficult to compete with state-owned banks or large commercial banks because of its late start.On the other hand,mobile banking,as a platform for expanding households,has also developed slowly in rural areas,with relatively low binding ratio and activity among customers.This paper takes the marketing strategy of Z Rural Commercial Bank’s mobile banking business in rural areas as the research object,and analyses the development status and problems of Z Rural Commercial Bank’s mobile banking.Through PEST analysis,this paper analyses the external environment faced by Z Rural Commercial Bank’s mobile banking business in rural areas,and judges Z Rural Commercial Bank’s mobile banking in rural areas.The feasibility of district marketing;through the questionnaire method to analyze the use of Z Rural Commercial Bank mobile banking in rural areas,dig out the problems of Z Rural Commercial Bank mobile banking in rural areas marketing;and on this basis,based on 4P theory,draw targeted marketing countermeasures to promote Z Rural Commercial Bank mobile banking business in rural areas.Development.