Research On Marketing Strategy Optimization Of Mobile Banking Business Of Z Branch Of M Bank

In the tide of digitalization,banking business turns to the buyer’s market.How to improve the service ability to key customer groups has become the key for banks to carry out business,and mobile banking is undoubtedly the main channel for banks to connect with customers.At present,although the mobile banking business of Z branch of bank M develops rapidly,its overall scale is not large and its proportion in the overall banking business is not high.In the face of this situation,Z branch urgently needs to increase investment in mobile banking market development and adjust its marketing strategy.Based on this,using pest,five forces model and other analysis methods,combined with customer satisfaction questionnaire and relevant interviews,this paper analyzes the mobile banking business marketing environment and marketing status of Z branch of M bank,and finds out the problems existing in the mobile banking business marketing strategy of Z branch.Then,using 4P,STP and other marketing theories,this paper puts forward optimization suggestions on the marketing strategy of mobile banking business of Z branch.Taking Z branch of M bank as the research object,this paper discusses the current marketing environment of mobile banking of Z branch by using pest and five forces model methods,combined with customer satisfaction questionnaire and relevant interviews,collects the historical marketing data of the branch,comprehensively analyzes and draws the observation conclusion that the mobile banking business of Z branch has a good momentum of early development and has maintained rapid growth,However,due to policy changes,financial market fluctuations and other reasons,as well as the objective environment such as intensified market competition and the continuous emergence of competitive products,its marketing has exposed several weaknesses:the degree of product integration or service combination is low,the price advantage is not brought into full play,the simplification of marketing channels and other disadvantages are obvious,and the channels need to be expanded Lack of innovation and creativity in advertising and other promotion means.Then,based on the above weaknesses,the optimization scheme is put forward:in the direction of product strategy,Z branch needs to improve product functionality and strengthen product innovation based on differentiated customer needs.In the direction of price strategy,we will implement a comprehensive pricing strategy.Basic services will continue to adhere to the free pricing strategy.At the same time,we will layered customer demand,and adopt differential pricing and competitive pricing strategies for services or businesses with deep demand or high added value to strengthen user stickiness.Channel strategy direction,vigorously develop emerging network channels,actively promote the channel cooperation mode,and strengthen the width and depth of channels.The strategic direction of promotion is to combine traditional promotion methods with emerging promotion methods,cooperate with online and offline promotion activities,strengthen the investment of advertising media,and actively develop various types of promotion projects such as festivals and points.Finally,in order to fully implement the optimization strategy,safeguard measures are put forward in many aspects,such as talent,capital,technology and system.The research results of this paper can play a good role in promoting the follow-up development of mobile banking business of Z branch of bank M,and provide some reference for the development strategy formulation of other commercial banks.There are 35 figures,7 tables,and 64 references...