China Merchants Bank Beijing Branch App Integrated Marketing Communication Plan

With the development of Internet technology and mobile communication technology,more and more people begin to use smart phones.Smart phones have become an indispensable part of people's lives.Therefore,more and more mobile phone businesses have emerged,and mobile banking has also been bornd.As a new thing,the development process of mobile banking is also very difficult.The competition in technology,product and service is cruel.Especially in today's economic development,people begin to pay attention to personalized consumption,mobile banking industry is in a hot competitive environment.It is worth thinking about how mobile banking can attract users and occupy the market in today's fierce competition to achieve better communication effect.Taking the opportunity of mobile banking of China Merchants Bank to launch version 8.0,the plan plans to carry out a number of online special marketing activities around the theme of "rat you have money" in 2020;offline emphasis on the interaction of communication,carry out campus,community public welfare and other activities.Thus,a three-dimensional,multi-dimensional and continuous integrated marketing communication system will be formed to help the promotion of China Merchants Bank's app brand influence.During my internship in Beijing Branch of China Merchants Bank,I participated in the design of communication and marketing scheme of China Merchants Bank Beijing Mobile Banking in 2020.This paper is divided into seven parts to analyze and discuss the integrated marketing communication strategy of China Merchants Bank Beijing Branch.First of all,it introduces the background of this paper,the analysis of research status at home and abroad,the development process of China Merchants Bank mobile banking,the significance and purpose of the topic,research content and research methods.Then it analyzes the relevant concepts and theoretical basis of this paper,including mobile banking,SWOT,marketing,brand image,two-level communication,network integrated marketing 4I theory,etc.Then it focuses on the current development situation and communication marketing strategy of China Merchants Bank Beijing Branch mobile banking,and analyzes the existing problems in its development.Then it analyzes the market environment and SWOT of China Merchants Bank Beijing Branch mobile banking,focusing on the positioning analysis of its consumer image and target market,which lays the foundation for the following strategies.At last,the paper puts forward relevant strategies for the development and marketing of China Merchants Bank Beijing Mobile Banking in 2020.Hope that through this study,it can provide guidance and practical reference for China Merchants Bank Beijing Branch mobile banking,and even for other mobile banking.