Research On Service Marketing Strategy Optimization Of Mobile Banking In Q Branch Of Bank Of China

New information technology has pushed society into the era of digital economy.Online finance is becoming more and more mature,which not only promotes the transformation of the banking industry,but also provides a steady stream of core power.Fintech’s utilization has been steadily gaining attention in the sector.With the increasing demand of users for efficient,convenient and flexible financial services,bank 4.0 era is coming.With its unique advantages of simple business process,high efficiency and free from time and space restrictions,mobile banking can meet the needs of users while saving operating costs.The coronavirus outbreak of recent years has had a tremendous effect on the traditional banking industry,prompting the majority of banks to incorporate new technologies into their operations,migrate their business extensively online,and continually upgrade their channel pathways.Mobile banking has been able to compensate for the deficiencies of traditional banks,becoming a key factor in the intense market rivalry.How to avoid homogenization and make mobile banking service,a non-standardized intangible product,more satisfying to consumers,so as to enhance market competitiveness,has become the core issue urgently to be solved by every banks.The research object of this paper is the mobile banking business of Q Branch of Bank of China.Combined with the current market environment of its business development status and service marketing development.The five forces model analyzes the competitive environment of the industry in which the business is developed,and the SWOT analyzes the advantages,disadvantages,opportunities and threats of its development.Combined with the market research results,based on the 7PS service marketing strategy combination of product,channel,promotion,price,personnel,visible display,service process to analyze the service problems and reasons.Integration of domestic and foreign advanced theoretical achievements and practical work experience,put forward the service marketing strategy and safeguard measures for the existing problems so as to expand the scale of effective users as well as active users.By taking advantage of the fresh transformation prospects,we can become more adept at utilizing and utilizing new technologies,advance mobile banking in Bank of China with enhanced service,and bolster the market competitiveness of Q Branch.