Research On The Mobile Banking Marketing Management Of Bank B

With the development of mobile communication technologies and the popularity of smart phones,traditional bank service already cannot satisfy the needs of modern people,as the product of electronic fiance,mobile banking arises at this historical moment.Mobile banking is not only to provide users with convenient financial services, and expand the banking service channels, thus become the focus of Banks competing for the market. As one of the four state-owned commercial banks in China,Bank B must constantly improve the marketing strategies of mobile banking,so that he can succeed in fierce competition.In view of this,this article adopts a method of combing the normative analysis and case analysis.First of all,I analyze the current status of the mobile phone bank in Bank B,and find out it’s specific problems in the marketing management.Then,I analyze the mobile banking development experience of domestic and foreign mature market to search the successful marketing experience.After that,I use the related marketing or management theories to put forward some marketing strategies available to Bank B,like security strategy,customer and product strategy,cost and pricing strategy,placing and relationship strategy,which got the most concern from the users.Bank B should strengthen the security technology of mobile banking and the consciousness of users".Bank B should always be customers oriented,develop personalized and practical both products,improve the customer’ satisfaction and viscidity.Bank B should also make differentiated pricing strategies for different customer groups, and form a complementary with other electronic banking products.In addition,Bank B should place the marketing channel to the top priority,make use of the power of network platform and establish symbiosis with operator and ISP etc,so that optimize the channel construction of mobile phone bank.This article choose hot topic- mobile banking as the research object,combine the related theoretical knowledge with the actual situation of Bank B,then draw some suggestions for the marketing strategy.It has certain practical significance.But based on wide knowledge fields of mobile banking involved,cannot take discussion one by one,I hope there will be further analysis in the future.