Research On Marketing Strategy Of Mobile Banking Business Of Bank Of China S Branch

With the rapid development of mobile Internet information technology,the marketing role of traditional branches of commercial banks has been seriously weakened.Mobile banking,as a new main front of retail business and an important strategy of bank digital transformation,is a comprehensive,online and open business platform that banks mainly focus on.The bank of China,S mobile banking for four consecutive years since 2018 is always keep the leading position in the whole province,but due to the intelligent network transformation,branch staff to reduce,competition is intense,and many other factors,the current mobile banking months yearonyear rate of increase number of active customers encounter bottleneck,in systemwide ranking drop,mobile banking stock customers independent transform poor living conditions,Need to open new marketing ideas,in the fierce competition in an invincible position.This paper analyzes the internal and external environment of mobile banking of Bank of China S Branch by applying marketing theories,internal environment mainly from the human resources and capabilities,financial resources and capabilities,marketing resources and ability three aspects has carried on the analysis of the external environment from the macro environment and porter five competitive environment,demand analysis,Through SWOT matrix analysis,the advantages,disadvantages,opportunities and threats of mobile banking business of Bank of China S Branch are sorted out.Market segmentation,target market selection and market positioning are carried out through STP strategy,and the marketing mix strategy of mobile banking business of Bank of China S Branch is proposed by using 4PS marketing theory.Finally,in order to ensure the smooth implementation of marketing mix strategy,the implementation measures are formulated from the aspects of strengthening scientific and technological support,perfecting system construction,strengthening team construction and increasing financial investment.It can be used as a reference for the mobile banking business marketing of domestic commercial banks.