J Bank Mobile Banking Product Marketing Strategy Research

2014 mobile Internet after several years of twists and turns forward,by 4G and smart phone development trend,and finally ushered in a new development climax.The arrival of the mobile Internet era,gave birth to the upgrading of mobile banking,mobile banking as both a new business and as a new channel to become a battleground for banks.Based on the theory of modern marketing,management and finance,this paper starts from the construction of personal mobile banking of China Merchants Bank.With the help of PEST analysis and Porter five force model analysis,this paper identifies and locates the environment of J Bank mobile banking,analyzes the marketing strategy,Draw the following main conclusions:In the product strategy should be based on customer needs as much as possible to do product segmentation,so that different needs of customers have a suitable product can choose.In the price strategy on the implementation of low-cost strategy,differentiated pricing strategy and bundled sales pricing strategy can better grasp the customer's psychology,so that customers are willing to accept.In the channel strategy should mobilize the various channels,especially the existing electronic channel resources,so that customers batch conversion.In the marketing program should pay attention to the current characteristics of the times and hot spots,good contact marketing,network marketing,database marketing,experiential marketing,joint marketing,public and private linkage strategy,colleagues pay attention to personnel training and assessment.It is hoped that the marketing strategy proposed in this paper can provide some reference value and significance for the development of J Bank's personal mobile banking business,and provide reference for the construction of mobile banking of commercial banks,especially small and medium-sized joint-stock commercial banks.