The Research On The Improvement Of Mobile Banking Marketing Strategy Of Bank Of China Hunan Branch

In recent years,with the economy and technology of high-speed development and progress,as well as the tide of "Internet plus",the banking industry has entered the digital era.China’s mobile banking users have exceeded 2 billion,and more than70% of the bank’s individual customers use mobile banking,more than 90% of personal banking business can be handled through mobile banking,Mobile banking has become a strategic business for the digital transformation and upgrading of commercial banks,Various offline scenarios and services of the bank are also accelerating the migration to mobile banking.Mobile banking not only improves the efficiency of business handling,but also greatly reduces the operating costs of banks.It was listed as "project 1" by banks as early as five years ago.Therefore,it is significant to study the marketing and promotion of mobile banking in improving their customer service capacity and comprehensive competitiveness for commercial banks.Bank of China Hunan Branch has been established locally for more than 107 years,with marketing and service networks all over the province.Taking the branch as the research object,this paper introduces background of the research,as well as the current situation of the branch’s mobile banking business in terms of product characteristics and marketing mode,analyzes the problems and causes in its development process,and introduces advanced analysis methods such as PEST and SWOT for research in order to explore the external marketing environment.Under the guidance of STP theory,This paper defines its target market of mobile banking,develops the marketing improvement strategy combined with 4P theory,and puts forward safeguard measures from the aspects of improving working system,talent training and optimizing mobile banking function.It is hoped that this paper is practical,can bring guiding significance to the mobile banking marketing and various work of Bank of China Hunan Branch,and can also provide some reference for the development of interbank mobile banking and online financial business.