China Construction Bank C Branch Mobile Banking Service Marketing Strategy Research

With the development of Internet and mobile communication technology,and the rapid popularization of smart phones,mobile banking has become a super platform for commercial banks to promote Digital transformation of financial services,optimize user service experience,and comprehensively improve the breadth,depth,and length of user services.mobile banking is also becoming more and more ecological and open,becoming an indispensable life tool for ordinary people.At present,the commercial banking industry has made many innovations around mobile banking in terms of differentiated customer group operation,ecological scenario building,continuous optimization of user service process,digital and intelligent technology application,etc.Commercial banks create a multi scenario Internet ecology,so mobile banking business has become one of the main directions of commercial banks to meet the financial needs of customers in different life scenarios.It can be seen that the selection and innovation of mobile banking business service marketing strategy is of great practical significance to commercial banks.In order to continuously expand market share and win customer trust in the fierce market competition,major commercial banks need to solve the problem of how to correctly formulate mobile banking business service marketing strategy.This paper takes the marketing strategy of C branch of China Construction Bank as the main research content,and makes an in-depth analysis of the internal and external development of mobile banking of China Construction Bank from the internal and external perspectives by PEST method.Secondly,in view of the current situation of mobile banking of China Construction Bank,this paper uses the principle of target market analysis and SWOT strategy analysis method to find out the possible target customer group of China Construction Bank,find out its competitive advantages and disadvantages,opportunities and challenges,and then analyze and judge the problems in the marketing of mobile banking of China Construction Bank.Secondly,using the theory of 7 Ps marketing mix,this paper puts forward a service marketing strategy suitable for the development characteristics of mobile banking of China Construction Bank and the development trend of mobile financial system.The purpose of this paper is to enable the mobile media service of China Construction Bank to develop better and faster.Fourth,formulate corresponding guarantee measures.The guarantee measures mainly include security guarantee,strengthening the construction of talent team,strengthening the construction of enterprise culture and adopting various incentive methods.