SM Bank Li Cai Bao's Marketing Strategy In Mobile Internet Era

With the development of the world economy and the financial sector and increasing disposable income in resident's hands,finance and investment approaches become more and more widespread.At the same time,the importance of wealth management has also been affirmed by consumers.Especially in recent years,Widespread popularity of the Internet,the rapid rise of a variety of electronic business,online purchasing and online payment gradually become residents' habits,so online banking and financial success also favored by the consumers,which become competing financial focus of competition in banks and Internet companies.In June 2013,Alipay Network Technology Co.,Ltd.and Tianhong Fund Company jointly launched the "Yuebao" value-added services,which has been quickly noticed.Its size has rapid expansion,and financial assets has risen sharply,which caused the banks and Internet financial firms to concern.In the next one year,a variety of "Baby" category of financial products launched.In March 2014,SM's banking department with MingSheng jiayin and Huitianfu fund companies launched a financial product named “Licaibao”.Since this type of financial product have more significant homogeneity,banks make more marketing strategy to attract customer groups from different angles in the fierce market competition.This paper first described the current environment,and analyzed the strengths?the weaknesses?the opportunities and threats of the product and the bank,and made investigation of the past and present situation of products,which can Help us find some problems in the marketing process.The author took full advantage of Survey data and previous data from the SM Bank to help them choosing the right target customers and position,then put forward reasonable proposals to the issues.SM Direct banks need to further improve the financial treasure product,focus on the customer experience,and clearly inform the safety performance;When direct bank marketing,it need to pay attention to select the appropriate media promotion,increase investment of resources,which can promote the expansion of the coverage of financial treasure;In the marketing process,it need to extend marketing process and pay more attention to customer service.It is very useful to improve the marketing of SM direct bank from the paper's recommendations,which also help LiCaiBao to further expanding.