The Marketing Strategy Of Mobile Financial Services For X Branch Of China Construction Bank

With the development of science and technology,and the appearance of smart mobile devices, people’s behavior and consumption habits have changed. The traditional business model has been jolted. Mobile financial services has a vital significance for the development of commercial banks: from the point of view of macro environment, based on the national policy, developing mobile financial services is to improve the financial service level. Based on the economic environment, the development of mobile banking is helpful to promote business transformation. From a micro point of view, X branch of the Construction Bank is facing a series of pressure from inside and outside. A customer is "disintermediation" seriously. The next ten years, customers born in 1980 s and 1990 s will become the main force of economic development. Commercial banks will face more severe challenges. Secondly, the industry competitive. Although there is a certain advantage in online bank, but the advantage is weak. The third, with the rapid development of IT technology, the remote account will gradually realize. Once the Internet Co has made substantial breakthroughs in the face recognition technology, the loss of customers of commercial banks will be more serious. So the Construction Bank of China put forward "mobile first strategy in 2015, Making the development of mobile financial services as the base of reform and transformation.The X branch, in accordance with the head office, will make the Mobile finance services as the focus of the work. This thesis analyzes the present situation of the mobile financial services, security measures to explore the marketing strategies and implementation strategies, and provide a theoretical basis for the development of mobile financial services.This thesis consists of five parts. The first part is the research background, significance and research status at home and abroad. The second part, after analysis the recent years, describes the mobile financial service development situation of the X branch. The third part, according to X city regional economic situation and the competition situation, makes SWOT analysis and locks the target market. The fourth part, according to the third part, develops the marketing strategy. In the fifth part, around the marketing strategy, security measures are put forward.