Research On Mobile Banking Business Marketing Strategy Of Rural Commercial Bank Of Yucheng

Now the world has entered the era of rapid development of scientific and technological innovation,the Internet connects the world and brings people closer.Technology makes life more diversified and services more appropriate.With the advent of information technology and smart technology,smart phones have become indispensable partners in people's life.It not only provides convenient communication,but also plays an important role in improving the quality of life and service mode.Nowadays,the popularity of 4G technology and wireless network has provided a powerful condition for the development of the Internet era.Innovation is also changing people's thoughts and perceptions.The service standards demanded by consumers are constantly improved along with the development.Traditional financial services cannot meet the latest requirements of customers.With the advent of mobile banking,offline services will be transferred to online services,and cumbersome transactions will be turned into simple fingertip operations.Business products that need to be repeatedly publicized offline will be placed on mobile phones for customers to choose.Only efficient and efficient services can meet customers' high service requirements.In recent years,China's Internet speed and traffic has been implementing the policy requirements of speed up and cost reduction,accelerating the pace of the development of the Internet era,the network into the countryside,every household can get online desire has been realized.Combined with the existing convenient conditions,providing more convenient financial services for customers through a mobile phone owned by each customer will become an important choice for financial institutions to successfully transform,and online service mode will bring broader development space for Banks.By collecting data,this paper shows that Banks provide financial services to customers through mobile banking business not only provides convenience for customers,but also can expand the market and expand the service channels,accelerate the transformation and development of the banking industry,and adapt to the financial environment of constant innovation.As the main force supporting agriculture,Rural commercial bank of Yucheng needs to constantly improve its marketing strategy and accelerate the promotion of innovative products in order to maintain more middle and high-end customers in mobile banking business.This paper analyzes the marketing strategy of Yucheng rural commercial bank,combines internal and external factors with SWOT analysis method,and based on the analysis results and marketing environment.The market of Rural commercial bank of Yucheng is segmented by 4P marketing theory,and the target market that meets its own conditions is determined,and the market positioning of Rural commercial bank of Yucheng is determined.The corresponding implementation strategy is designed by using marketing strategy: in terms of product strategy,improve customer experience from the perspective of customers,achieve differentiated services,increase featured services,and constantly innovate products;in terms of price strategy,through penetration of pricing strategy,quickly occupy the market;in terms of channel strategy,the existing channels should be taken as the main channel to develop new channels rapidly,and the cooperation between mobile banking and operators should be taken as the entry point to realize the sharing of customer resources and business expansion;in terms of promotion strategy,we will use multi-channel and multi-directional publicity to build a communication bridge with customers.Finally,according to the actual development of Rural commercial bank of Yucheng mobile banking put forward safeguard measures to ensure the effective implementation of marketing strategy.In this paper,mobile bank of Rural commercial bank of Yucheng is selected as the research object,and relevant theories and the actual development of Rural commercial bank of Yucheng are combined to analyze the corresponding marketing strategies,these strategies and safeguard measures have certain practical significance for the development of mobile banking business of Rural commercial bank of Yucheng,and also have certain theoretical significance for the development of mobile banking business of other Banks.Finally,through the above analysis,find the problems found in the mobile banking marketing strategy of Rural commercial bank of Yucheng,and propose the corresponding countermeasures for optimization.It includes functional improvement,experience enhancement,differentiated services,featured functions,market positioning,all-round marketing,innovative marketing concepts and improvement of customer viscosity.