Research On The Marketing Strategy For Mobile Bank Of Bank Of China H Branch

Nowadays,Internet+ mode has swept the whole world,and the society has entered the information age.With the rapid development of Internet technology,all kinds of Internet enterprises in China are flourishing.Internet companies even provide simple payment and settlement services for customers from the past to mobile payment,micro-lending,asset management,financial distribution and other traditional commercial banks.Under the background of the new era of Internet finance,the thinking of commercial operation of traditional commercial banks is also changing to the thinking of Internet.They are beginning to realize the importance of developing Internet financial business for banks.According to the needs of the times,they will focus on the development of mobile finance and strive to change the traditional financial servicesAs the core product of mobile finance,Bank of China H Branch is also vigorously promoting the marketing of mobile banking.However,when introducing mobile banking,it fails to form an appropriate and effective marketing strategy.There are some problems in product promotion and customer experience,which lag behind the Internet financial public in the same industry and society.This led to the impact and impact of Bank of China's H branch's core business in mobile banking.Starting with the development marketing and research of mobile banking at home and abroad,using 7Ps combination marketing strategy,based on information query,questionnaire survey and interview data.The author uses SWOT and other methods to analyze the internal and external market environment and marketing focus,introduces the development of Bank of China H Branch mobile banking marketing status,digs deep-seated problems,and puts forward reasonable suggestions.