Research On The Mobile Banking Business Marketing Strategy Of ABC LC Branch

With the popularization of 5G communication applications,people’s lives have changed accordingly.Fast pace has become the main theme of life,and people rely more on completing a series of daily operations on mobile phones.At present,compared with the traditional bank counters,mobile banking has advantages that cannot be underestimated.At first,the birth of mobile banking broke the restrictions of time and space,making it easier for users to operate.Subsequently,mobile banking can provide users with more comprehensive,personalized and emotional value-added services by introducing third-party cooperative merchants such as clothing,food,housing and banking.In addition,mobile banking has saved a lot of operating costs for banks in terms of labor costs,physical outlets,office equipment and other aspects.With the above advantages,mobile banking has become a necessary application for major banks in the 21st century.In order to better improve service quality and optimize customer experience comfort,all banks are making efforts to update and upgrade mobile banking.If you want to make your mobile banking stand out in the Red Sea battlefield,it is very important to find your own market positioning and appropriate marketing strategy.Now,mobile banking has gradually become the core product of digital transformation,and all major banks are accelerating the promotion of their own mobile banking products.In the process of product promotion,too much effort was put into seizing market share in the early stage,while the service quality of mobile banking was ignored.In addition,most commercial banks failed to create their own unique marketing strategies,which led to the homogenization of mobile banking in various banks.The LC Branch of Agricultural Bank of China also inevitably has such problems,which has buried hidden dangers in the promotion of mobile banking of the LC Branch of Agricultural Bank of China.This article collects and draws on the research results of mobile banking marketing strategies at home and abroad to provide ideas and directions for mobile banking marketing strategies of ABC LC Branch.The author uses PEST and SWOT theory to analyze the external marketing environment of his mobile banking business and form a SWOT matrix.Then,the author designed a questionnaire based on the actual situation of mobile banking in the LC branch of the Agricultural Bank of China.Based on the data of the questionnaire survey,identify the shortcomings of your own marketing strategy.Finally,combined with 7Ps and STP marketing theory,it proposed suggestions on marketing strategy optimization to provide theoretical guidance for the further development of mobile banking business of ABC LC Branch.