| Since Internet entered China in 1987,it has made great impact on traditional concepts and models,and has been an important force influencing social development.China's financial industry has gradually entered the Internet era.In recent years,as the popularity of smart phones and 4G networks,people turn their attention to the mobile Internet.The third-party electronic payments represented by Alipay,under the guidance and support of the national policy,have broken into the financial field and have challenged the traditional bank.This phenomenon forces the bank to adjust the development strategy and get the bank to launch the corresponding product.With the continuous escalation of struggle,mobile finance can be rapidly promoted.One of the five national commercial banks---China Construction Bank,with a broad customer base,is able to provide customers with comprehensive financial services,and is one of the banks that launch mobile banking first and provide mobile financial services to customers first.China Construction Bank Jiangsu Branch is a first-level branch with abundant product function and a large number of customer resources,and the business indicators of it are among the best in the system.With the continuous exacerbation of horizontal competition,some problems have appeared in the mobile financial business of CBC Jiangsu Branch,such as the serious product homogeneity,low proportion of active customers and so on.How to stand out in the fierce competition,how to face and solve the current problems in the development of mobile financial business,how to realize the transformation and development of traditional banking business through mobile Internet,and how to promote the development of mobile financial business in CCB Jiangsu Branch are the problems to be solved,and that is the purpose of this paper.First of all,I will describe the macroeconomic environment of China's mobile financial,inspect the development process and current situation of CCB's mobile financial products in Jiangsu Branch,and point out that it is the best time to develop mobile finance rapidly.In my opinion,CCB should exploit its advantages to the full and promote channel transformation.Second,I analyze the internal environment of Jiangsu Branch systematically,make clear its main problems in the development of mobile financial business,and analyze the specific causes of the problem.Then,according to these problems,I will put forward the strategic planning of mobile financial development of Jiangsu Branch,which is to make use of the thinking and technology of "Internet +" take customers as the center and build up three aspects:application scenario construction,active customer development and industry application promotion,so that we can build a financial ecosystems led by CCB,constituted by CCB,third-party financial service providers and customers.Finally,through strengthening the incentive,supervision,and the training and other specific measures,try to ensure the effective implementation of the strategy.And through large data analysis,control and evaluate the implementation of the effect.The development status,problems and development direction of CCB's mobile finance in Jiangsu province are highly representative.It is hoped that the strategic planning proposed in this paper can provide some reference value and promotion significance for the domestic banking mobile business development. |
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