Research On Marketing Strategies Of Bank Of China Mobile Banking Under Internet Finance

With the rapid development of Internet finance and the increasing popularity of intelligent communication terminal equipment,offline finance has become an inevitable trend for traditional commercial banks to face.Mobile interconnection has penetrated into all areas of residents’ lives,and has also promoted commercial banks to innovate their business models.Mobile banking,taking mobile financial services as its entry point,has become the touchpoint for commercial banks to carry out online transformation,which has become a "battleground for military experts".The emergence of mobile banking began in 1999.In the course of nearly 20 years’ development,it has gradually changed from an important way for commercial banks to innovate business and service channels to a transformed product to cope with the impact of the Internet.By 2018,nearly 40 large and medium-sized commercial banks in China have established mobile banking APP suitable for Android and iOS operating systems,and its business function modules also cover the traditional network.Nearly 80% of the functions of Shanghai Bank.As one of the four major commercial banks,the Bank of China has also re-examined the direction of financial development in the face of huge changes and challenges in the operating environment,established the Internet thinking of commercial bank development,and focused on mobile banking to build a digital bank.This paper takes Bank of China Mobile Bank as the research object,combines the development status and problems faced by Bank of China Mobile Bank,and analyses the marketing environment of Bank of China Mobile Bank from macro,micro and its own strengths,weaknesses,opportunities and challenges.It is believed that the market development prospects are good,and there is still a lot of room for market excavation.Based on this,a marketing strategy matrix is established.In the process of marketing strategy implementation,dynamic adjustment;market segmentation using STP strategy,target market identification and positioning,and then combined with 4C theory,from the four dimensions of consumer,cost,convenience,communication,the marketing strategy is formulated.Finally,the implementation of the marketing strategy is guaranteed from three aspects: organizational system,marketing team and implementation technology.Suggestion.In order to reverse the practical problems of low market share,product function innovation and unclear marketing strategy,the Bank of China should first ensure the investment of technological innovation to innovate and develop product functional modules from the perspective of satisfying and tapping customer needs;secondly,it should take into account individual customers and enterprise customers to segment the market,implement differentiated marketing strategies and make use of its own brand number.Calling power,jointly with Internet companies to strengthen channel cooperation,build Internet Financial mobile platform,form a systematic system,establish team organization and technical support in line with the spirit of Internet finance,further focus on the construction of Internet financial infrastructure capacity,form a mechanism of close integration of business and technology,take customers as the center to enhance experience,and take innovation as the driving force to achieve leadership.Explore the sustainable development mode of Internet finance,and ultimately achieve the ultimate goal of expanding product market share and establishing industry brand reputation.