Study On The Marketing Strategy Of Mobile Banking Of Industrial And Commercial Bank Of China Zaozhuang Branch

With the rapid growth of Chinese economy, mobile communication technology has constantly updated, mobile intelligent terminal equipment is becoming more and more popular, the development of mobile Internet has become represent the general trend, has penetrated into every field of people’s life.By the end of 2013 in June, there are nearly 40 commercial banks set up mobile phone bank and corresponding Android, Apple operating system client APP. The Industrial and Commercial Bank of Zaozhuang called ZZICBC in short has been facing the opportunities and challenges of the mobile Internet, which puts innovation as a driving force. On one hand, ZZICBC should consider its own position in the environment of the new industrial pattern, and then should formulate the development strategy that moves from the traditional mobile bank to mobile finance. On the other hand, ICBC should widen the view on the new pattern and the new development trend, ICBC should seize our own advantage and competitiveness.In this paper, firstly, the Industrial and Commercial Bank of Zaozhuang mobile banking acted as the research object connects to the present situation and characteristics of ICBC Zaozhuang mobile banking branch, which analyses the internal environment and the external environment of marketing, the advantages and the disadvantages of the project, the opportunities and challenges, the target marketing and the marketing position. Secondly, within the use of service marketing, network marketing, marketing combination theory, brand marketing and finance theory, the recommendation on marketing strategy research of Zaozhuang branch includes the following four aspects. First, relocating the mobile banking business and definitely understanding the strategic position and brand marketing strategy; Second, intensively creating financial product to meet the demand of the customers, keeping the competitive product; Third, to carry out the free price, differentiation and bundling pricing strategy, diverse promotional strategy, focusing on the use of marketing combination strategy to consolidate and expand the market share; Fourth, to build a new generation of electronic banking services marketing system diversification, moving from mobile phone to mobile finance to keep ahead.I hope this research of marketing strategy, provide reference and practical reference for the development of mobile financial services to banks in China.