Research On The Marketing Strategy Of “Internet+” Mobile Finance Of China Everbright Bank Of Xiamen Branch

With the development of mobile “Internet+” and popularization of smart-phones and tablet personal computer(PC),“Internet+” mobile finance breaks through the limitation of traditional PC internet at both time and space areas such that people prefer to enjoy the finance service via mobile device.“Internet+” mobile finance is a totally new concept and operating pattern which will bring strong impact to the traditional finance.China Everbright bank,which sticks to innovation and revolution as the guide,needs to think more about how to enhance the combination of technologies and finance and provide the first-rate products and services of“Internet+” mobile finance.This thesis takes “Internet+” mobile finance of China Everbright bank of Xiamen branch as the research object and has the main three research points as follows:On one hand,this paper comprehensively presents the categories and development of mobile bank,mobile life,mobile payment as well as mobile investing and financing.Secondly,the outside environment of marketing is emphatically analyzed including the related policies of “Internet+” mobile finance,the opportunities brought by the international and domestic economical situation,the social demand of financial service convenience and the popularization of smart-phone and tablet PC.Finally,the inside environment of marketing is also provided consisting of the elevation of brand impact,the appearance of innovative product,the breakthrough of trading volume from “Cloud payment” and the cooperation with Union-pay and three mobile operators.On the other hand,a questionnaire is designed for the users in Xiamen city based on the related usage situation.Combining with the field interview,the survey data and analysis of the usage,the impact of transaction as well as the expectation of users,a conclusion is drawn as three points: the main functions which are commonly utilized by the users consist of remittance,payment,credit card,transferring,financeconsultation and so on;the main factors which impact the users include the convenience,security,people-oriented service,function particularity and promotion;the “Internet+” mobile finance is mainly recommended by banking outlets and hence the marketing mode is too simple;comparing with other banks,the special services are not obvious and the security issues are also concerned by all the users.Finally,segmentation and positioning of the mobile finance market is analyzed.Based on the questionnaire,the 4P marketing strategy is utilized as follows:Developing the “sunshine finance” in the “Internet+” mobile finance with its brand advantage;Providing special functions and services for student users or small business users;Providing the value-added services to the high-level users;Providing low price or free special services to the potential low-level users;Improving the booking features of every banking outlets and saving time for users;Cooperating with mobile operators,e-commerce platforms and group purchasing websites;Enhancing the communication between users and bank via the weichat platform;Increasing promotion efforts from different aspects as public welfares,festivals and benefits.Last,the marketing strategies of mobile bank can be taken as an example by mobile life,mobile finance and investing and mobile payment.Such that it will boost the marketing development of the “Internet+” mobile finance for China Everbright bank of Xiamen branch.