Research On Building IMC Model In Mobile Bank Of CCB Shandong Branch

After the accession to the WTO, the competition between China's commercial banks and foreign banks is increasingly drastic. With the coming of Chinese 3G era, as a new type of financial services integrated electronic monetary and mobile communication, the mobile-phone bank not only enriches the connotation and extension of services, but also meets people's expectations of the real five-star financial services anytime, anywhere and in any way. As the integration of mobile phone technology and banking, the mobile bank also is becoming a strong business development. At the same time, with the impact of the international market, China is facing a holistic marketing transformation. China's commercial banks to be in such fierce competition in an invincible position, the marketing research is particularly important, including marketing communications. As a result, it is very important to research theory model system of integrated marketing communication and analyze the systematic solutions and strategy of Integrated Marketing Communication for China's commercial banks. It also provides Integrated Marketing Communication practice with operational mode and method.With the analysis of Shandong branch of China Construction Bank's mobile bank market, the paper sums up the development status quo of the banking market and the characteristics of the mobile bank. This paper focuses on how to design the CCB Shandong Branch 's mobile banking Integrated Marketing Communication (IMC) model by using the theories of Management, Marketing, Public Relations, and etc. This article uses the history summary and logic reasoning, the general theory of research and specific study measures and other research methods to conduct research, there are two possible theoretical innovations: first, from the point of view the customer delivered value, the design of systematic resolution scheme of the mobile bank Integrated Marketing Communications of CCB Shandong Branch. Second, providing operational model for marketing practice of mobile bank of CCB Shandong Branch.The full paper is divided into six chapters. Chapter One briefly introduces the background, purpose and significance, and explains the research content is the model building of Integrated Marketing Communications. Chapter Two analyzes and illuminates the concept, business types, characteristics and development of the mobile bank, and comments the Integrated Marketing Communication Theory and several construction models. Chapter Three analyzes the mobile bank developments of CCB Shandong Branch. Chapter Four Design the framework of Integrated Marketing Communication based on maximizing customer value, and builds IMC model based on customer value. Chapter Five is the feasible analysis of IMC analyzes and explains the of the security conditions of IMC model in mobile bank of CCB Shandong Branch, . Chapter Six is the conclusion and prospects.