Research On The Development Strategy Of Mobile Banking In ICBC Of Harbin Dazhi Branch

In recent years,with the popularity of mobile clients,mobile banking services in the financial sector have been developed.After POS machines and online banking,mobile banking is the rise of banking business users through mobile banking clients to participate in financial activity,due to its convenience features has been welcomed by people.As early as 2009,mobile banking had became the development of the important object of commercial Banks,also is the new way of broadening the service and the level of the test of all kinds of new business units,making mobile phone bank in the development of Banks is an important way.Mobile banking as a new thing,on the basis of the latest information technology,to meet the increasing customer demand.Mobile banking through the use of modern Internet technology and mobile communication,break through the various restrictions,give a person with the feeling that find everything new and fresh,more becomes the one of the important means of commercial Banks to fight for market share.So,in order to grasp the market share of preemption,the key lies in the study of mobile phone bank marketing strategy.Mobile banking is an important way in the Bank's development,so,in order to seize market share grab,focus is to study the marketing strategy of mobile banking.First discussion of the background and purpose of this paper,and then the phone banks at home and abroad marketing research literature review,based on the theory.First is introduced both at home and abroad phone bank business of status for research,then will phone Bank and actual of Bank business for compared,on phone bank of type and function for discussion,and analysis big straight branch phone bank business of development status,understand phone bank of future prospects,last analysis big straight branch phone bank of marketing environment,proposed currently big straight branch for phone strategy marketing current by exists of problem: Bank itself exists of problem,and peer competition who give of pressure,and marketing environment of restricted,and Customer concerns,information channels encounter bottlenecks,security and convenience of each other.Marketing Mobile banking strategyincludes two methods: study on application method of SWOT and STP,respectively,and ICBC mobile banking marketing strategy includes the following aspects: product strategies,pricing and cost strategies with consumers,channel and strategy,marketing and communication strategies,market segmentation and positioning.Finally,safeguards,including the strengthening of enterprise culture construction and improvements to the structure of the enterprise system,personnel system cultivating measures three aspects of protection.