Research On Strategies Of Precision Marketing Based On Database In The Mobile Banking Of China

With the popularity of internet and speed-up of the life rhythm, mobile banking becomes a new-born financial tool, connected with technologies of modern communication and the advantages of electronic banking. Mobile banking is gradually prevailing and well-known as a carrying-on and convenient means. But on the other side, the great attractions in moble business and the homogeneous quality of products have brought more intense competitions in the market of moblie banking. Therefore, the banks are searching for a new non-traditional means in order to occupy an advantageous place in the market. The strategy of precision marketing on database is a leading theory in the marketing field. The characteristics of quantitative precision, marketing diversity and customers-as-center well are suitable for mobile banking. Precision marketing will be an effective approach and essential means that is useful for mobile banking to come into maturity. Therefore, the research on precision marketing applied into moblie banking in China is of theoretical value and practically meaningful.Firsly, the paper discusses the current situations of mobile banking in China and the necessities and advantages of precision marketing on database used in the market of mobile banking have been hereby analysed. Moreover, qualitative analysis and questionnaire statistics have been adopted in analyzing several terms of maketing environment of mobile banking. In the following part, the paper mainly researches on the strategy formulations of precision marketing based on database in mobile banking, namely from perspectives of strategy planning, database formulation, target-market strategy, relationship-management strategy and specifically competitive strategy. And then, the paper generally probes into the implementation and safeguard of precision marketing strategy in mobile banking in terms of strategy formulations and controls. The last but not the least, mobile banking in the Bank of Communications has been selected as the case in order to prove the effeciency of precision marketing based on database used in mobile banking, which meanwhile increases the operational meaning of the paper.