Research On Mobile Banking Marketing Strategy Of H Branch Of ZX Bank

With the development and popularization of mobile intelligent terminals,the audience covered by emerging electronic products such as smart phones and tablets is becoming larger and larger.Commercial banks closely follow the development trend of the times,grasp the pulse of the market,and timely launch "mobile banking",an emerging business with the characteristics of the times for mobile terminals,providing a more intelligent solution for expanding financial service channels,It has brought a more convenient and fast use experience to the majority of customer groups.At the same time,for commercial banks,the use of mobile banking can improve business efficiency and reduce bank operating costs.Therefore,major commercial banks actively integrate technologies,products and services,strive to improve their market share of mobile banking business and circle more customers.Taking h branch of ZX bank as an example,this paper systematically combs relevant theories and concepts by comprehensively using research methods such as theoretical analysis,questionnaire survey and empirical analysis,comprehensively defines mobile banking and marketing strategy,and systematically interprets PEST analysis,SWOT analysis,7p marketing theory and customer delivered value theory.In order to analyze the current situation of mobile banking marketing of ZX bank,this paper finds that there are some problems in ZX bank,such as poor quality of customer marketing data,low customer marketing activity,insufficient customer marketing segmentation,low customer use and response rate.In terms of its causes,insufficient customer information mining,lack of innovation in customer marketing activities,single means of customer hierarchical maintenance,and customer maintenance satisfaction to be improved are all important incentives.Based on this,this paper puts forward the mobile banking marketing strategy of H branch of ZX bank,such as strengthening activity marketing and product innovation,setting up new pricing standards and price strategy,improving diversified promotion strategy,expanding diversified channel marketing,strengthening personnel assessment and post promotion system,improving customer stratification and label display,improving and optimizing customer information management and process service,etc.Through the in-depth analysis of the marketing situation of mobile banking,this paper finds its existing problems and puts forward the optimized marketing strategy,trying to realize the deeper promotion of mobile banking business and effectively improve the competitiveness of mobile banking business of H branch of ZX bank in the same industry.