Diagnosis Of Marketing Problems And Countermeasure Research On Mobile Banking Of BOC Fuxin Branch

Along with the rapid development of "Internet +" technique and the widespread popularization of smart mobile phone,we are now under the time background that electronic banking is about to accomplish everywhere in banking industry.The appearance of mobile banking complies with the development of age,and it has been becoming one of the hot fields in which banks compete with each other.Mobile banking can meet the requirements of customers that banking services should be convenient and efficient;it can actively promote the progress of various financial businesses as well.This thesis,taking BOC(Bank Of China)Fuxin Branch for instance,diagnose the problems and study the countermeasures which are encountered when marketing the mobile banking services.According to the theories such as 7Ps and experiential marketing,combining with the counter marketing experiences in BOC Fuxin Branch,collecting and studying 260 copies of questionnaire in questionnaire method,analysis of the company's macroscopic and microscopic marketing environment are made.Finally the diagnosis of low market share of mobile banking services,lack of capability to exploit new customers,and high rate of losing customers is made,which are caused by nonstandard employee serving procedure,insufficient customer experience,few variety of sales promotion measures,and unconspicuous brand superiority.Against the problems mentioned above targeted marketing strategies such as strengthening business training mechanism,optimizing customer experience procedure,instituting banks-enterprises cooperation mechanism,promoting customer cognitive value with the help of brand superiority are made.