Research On The Precision Marketing Strategy Of Commercial Banks In Hebei Province

Mobile phone bank, a service using mobile communication network and mobile phone terminal for bank related business, It has the dual characteristics of electronic currency and mobile communication. Its remarkable characteristic is the convenience of use, Its mobile terminal is a mobile phone, mobile phone unique personal characteristics, make it become another powerful financial tool for the bank to carry out the business in addition to ATM, Internet and POS machine.As a new business, Mobile phone banking has its own special markets and customers, and its marketing mode is different from the traditional way. This paper starting from the customer perspective, based on customer loyalty, customer satisfaction theory, from three aspects to carry on the thorough analysis, that is Factors affecting the customers’ willingness to use, the factors influencing the adoption of customers, and the factors affecting the customers’ continuance intention to use. Dig out the commercial bank individual customer mobile banking target customer base. Because the customer is the only source of profit for the bank to provide mobile phone, so find customer base, according to customer demand, to provide more suitable products and services for customers, it is becoming more and more important in mobile phone banking competition. The business philosophy of "taking customer as the center" is the inevitable choice for the development of mobile phone banking business at present and in the future.This paper selects the Z Bank of Hebei Province as the research object, we make a detailed analysis of the market environment and marketing environment of the bank, and make the deep research on the market opportunities, threats and their own advantages, disadvantages and development goals of Z bank mobile banking. By combining the theories of differentiated marketing and precision marketing with the practice of Z bank mobile banking, this paper puts forward the concept of precision marketing based on differentiation. At the same time, according to domestic and foreign research results and practice, this paper expounds the development mode and typical marketing mode of commercial banks in China and abroad. Through the reference and in-depth analysis of the market environment, customer characteristics, summed up the Z bank mobile banking precision marketing strategy, And put forward specific measures of operational in the respects of customer segmentation, customer care and customer satisfaction.