Research On Marketing Strategy Of Mobile Banking In A Bank Suzhou Branch

In recent years,mobile communication technology and smart phone have developed rapidly,and in this context,mobile banking has been born.Mobile banking is the result of the network financial mobile,not only to provide customers with more convenient financial products and services,and enable Banks to further expand the business channel,is one of the key business of Banks to develop.However,as a new mobile banking is faced with some questions need to be solved and improved,outstanding performance has a mobile phone bank marketing level is uneven,the marketing goal is difficult to successfully implement and so on.So,starting from the objective need to promote the development of mobile banking steadily,it is necessary to carry out mobile banking marketing strategy and think,further clarify the marketing concept,to expand marketing channels,make the Banks and their customers through the medium of mobile phone bank to achieve a win-win goal.The papers centers on the A bank Suzhou branch of mobile phone bank marketing strategy as the research object,the theory of marketing environment,marketing and service marketing strategy combination theory,on the basis of relevant theories,such as A bank Suzhou branch are introduced in detail the development of mobile banking,and then analyzes the internal and external marketing environment of mobile phone bank: using the method of PEST analysis of A bank Suzhou branch of mobile banking marketing macro environment,political,economic,social and technology to analyze the trade competitors and cross-industry competition,comb A bank Suzhou branch customer base,business management,creative consciousness,information security,and internal environment,such as competition ability.Next,to careful analysis of A current bank Suzhou branch phone marketing strategy,including product strategy,price strategy,channel strategy and promotion strategy,discusses the deficiencies and the gap,to discusses the problems of the object.Finally,according to the above analysis results,formulate feasible A phone bank Suzhou branch of bank A marketing strategy,focus on the current marketing strategy to 4 c marketing strategy combination,the formation of A new type of marketing strategy,including: customer first product strategy,overall cost and price strategy,strengthening the convenience channel strategy,promotion strategy of two-way communication.Overall,this article from the Angle of multi-angle,all-round completed to A bank Suzhou branch improvement of mobile phone bank marketing strategy research,not only for the mobile banking competition and challenge is of great significance,also with A similar development bank Suzhou branch of state-owned commercial Banks in the aspect of mobile phone bank marketing strategy has certain reference value.