Research On Personal Mobile Banking Marketing Strategy Of A Credit Cooperative

With the rapid development of Internet finance and rapid popularization of mobile payment,the major banks have continually closed banking offices,withdrawn self-service equipments and reduced their staff in the past two years.According to the statistics from the official website of the CBRC,during September to December in 2017,Commercial banks have shut down 326 banking offices.In the first half year,the number of four major banks' staff have decreased by 25000 compared to the beginning of the year.As an important tool for the expansion of bank business,mobile banking is an important supplement to bank offices,self-service equipment and personnel,bring good effects on saving human resources costs,promoting their own financial services as well as improving customers' satisfaction.Meanwhile,as an important platform for banks carrying on various financial services,mobile banking is playing an increasing important role.Therefore,the major banks are paying more and more attention to the development of mobile banking services,and constantly enhancing the marketing efforts to gain market share.This article takes credit cooperative A's personal mobile banking marketing as the research object.Combining with the development situation of A's mobile banking services in recent years,as well as the methods of issue questionnaire surveys and SWOT analysis,it concludes the existing problems in the development of mobile banking services.Then using STP theory it finds the target market,and based on marketing theories such as product marketing,personnel marketing,and service marketing as well as combing with the realities of the development of A,it proposes the corresponding marketing strategies and safeguard measures.It is hoped that this study can explore a feasible way for the development of credit cooperative A's mobile banking service,and increase its comprehensive competitiveness in its own transformation.At the same time,it could be a reference for the marketing of mobile banking in the same industry.