Research On The Marketing Strategy Of A Bank's Mobile Bank Under The Background Of Internet Finance

Today,Alipay and WeChat are household names.Even when you go to the vegetable market,people can pay with Alipay and WeChat,which are the two most common clients on people's mobile phones.Alipay released a nationwide bill on 2017,according to Alipay,In 2017,the number of mobile payment pens on Alipay platform was as high as 82 percent.More and more people went out without their wallets.It is also increasingly common to sweep and be scanned.In today's society,people's way of life is gradually changed by the "Internet".Not only do you have to pay,you don't have to take out your wallet,you just need to show your mobile phone.Even if you want to buy a financial product,you don't have to go to a bank.You can pick it up on the Internet only if you need to move your fingers.This is in the rapid development of Internet finance,has penetrated into all aspects of people's lives.Driven by innovations in mobile payments,social networks,search engines,big data and cloud computing,the ability to process information is constantly improving,the efficiency of resource allocation is rising rapidly,transaction costs have been greatly reduced,and financial services have been widely extended.With the increasing population of users,Internet finance has been able to flourish in the fields of payment,investment,financing and integration,which brings great challenges to commercial banks.When the financial behavior of users has been rapidly changed by Internet finance,the major banks have also reacted quickly,focusing on building their own mobile client-mobile banking,which is convenient,safe and multi-functional.Become a powerful tool to counter Alipay and WeChat.Under the background of Internet finance,this paper takes the mobile bank of Bank A as the research object,guided by the relevant theories of marketing strategy,and mainly adopts the methods of literature research,case analysis and interviewing,etc.Then,the paper studies the choice and guarantee of A bank's mobile phone bank marketing strategy.In the course of this research,the concept and development status of Internet finance and mobile banking,and the research results of mobile banking and mobile banking marketing strategies at home and abroad are first expounded,and then the external and internal environments of A bank mobile bank is analyzed in detail by using PEST analysis model,SWOT analysis model,Potter's Five Forces Model and internal and external factor evaluation matrix,to find out the external opportunities,threats,internal strengths and weaknesses faced by Bank A's mobile banking business development.The opportunities include:the support of national policies;the increasing popularity of the Internet,especially the mobile Internet;the increasing audience of mobile banking;the continuous development of information technology;the advantages of free transfer and security.Threats include:lack of high-frequency application scenarios;lack of high-draining products;poor user experience;fierce competition from peers and third-party payments;and threats to network security.Advantages include:good brand image;more spots,more institutions,more customers,more effectiveness Good business advantages;high strategic attention to Internet finance;mobile phone banking page design is excellent,products and services are rich;high security;flexible trading methods,support for large transactions;R&D team is huge.Disadvantages include:insufficient product characteristics,more serious traditional function homogeneity;easy to stay customers,user activity to be improved;lack of innovative ability;lack of a complete marketing system;customer service is not in place;customer satisfaction is not high.Then,using the theory of service marketing mix,the paper designs the specific marketing strategy of Bank A Mobile phone Bank from seven aspects:product,price,place,promotion,people,physical evidence and process.In the aspect of product strategy,we should enhance the convenience of mobile banking,enrich the functions,build competitive differentiated products,carry out local design,and accelerate the iterative innovation of products.Implement free and discount pricing strategy,differential pricing strategy and promotion price strategy;in place strategy,make full use of partner channel,strengthen convenient channel construction;in promotion strategy,strengthen innovation mechanism,use advertising media,New media,big data marketing and joint promotion strategies to enhance its mobile banking publicity and attractiveness;in terms of people strategy,optimize the business training system,strengthen the assessment guide;in physical evidence strategy,set up mobile phone banking business function display area and payment scene experience area;in the service process strategy,focus on product design,product marketing and product after-sale service coverage.In the end,the paper establishes the relevant safeguard measures for the implementation of marketing strategy:to build a management framework to adapt to the Internet financial age;to create a complete three-dimensional marketing system;to create an efficient operation system;and to improve the level of risk management.Through the above analysis,we can draw the conclusion that if Bank A can take advantage of opportunities and advantages,deal with threats and disadvantages correctly,create a mobile bank client with wide coverage,high payment security and good user experience,and correctly arrange and implement relevant marketing strategies.,it will be able to usher in a better development under the background of Internet finance era.