H Bank’s Mobile Bank Marketing Strategy Research

Along with the rapid development and popularization of Internet technology, the basic national information network was began constructed world widely. Because of the widely use of network of financial products and e-commerce, there is an increasing number of Countries, industries and enterprises began to participate in the Internet trend. The government report in 2015 from Premier Li Keqiang formulate an "Internet plus" action plan for the first time, which proposed to promote mobile Internet, cloud computing, big data, networking and other combined with modern manufacturing industries". Mobile Internet has become the trend of development.Based on all above, this paper takes the H bank mobile banking marketing strategy as the research object, using the PEST analysis method to analyze the development of the internal and external environment. Meanwhile, according to the H mobile bank’s current marketing situation, using target market theory and SWOT analysis method to found that facing the bank’s potential target market and the competitive advantages and disadvantages, opportunities and threats. Then, relating to the current problems, we also use 4P design theory to explore the specific marketing strategy in line with the development trend of mobile financial system, which is including product strategy, price strategy, channel strategy and promotion strategy. All these aims to putting forward some suggestions on the feasibility the H bank to promote rapidly development of mobile phone banking and ultimately improving the competitiveness of H bank in the banking industry.