The Marketing Strategy Research Of Mobile Banking Of The Postal Savings Bank Of CZ

With the rapid development of Internet information technology and mobile communication technology,mobile smart terminals,represented by mobile phones,are gradually becoming a part of people’s daily lives,not only providing many conveniences for people’s lives,but also effectively promoting rapid social and economic development.It has accelerated the construction and development of China’s socialist modernization process.At the same time,the increase in the number of mobile phone users has also effectively driven the development of the mobile payment business and the e-commerce market.Mobile banking is currently the most characteristic business in the financial field and is also one of the main focuses of competition for commercial banks.It is regarded as an important means to enhance the bank’s operational ability and comprehensive competitive advantage.Therefore,according to the actual situation of its own development,the Postal savings bank needs to formulate a clear marketing strategy for mobile banking business,and gradually improve the theoretical research and exploration in this area.In order to better promote the development strategy of the Postal bank in the new era,it provides a clear and clear strategic plan to effectively promote the transformation and innovative development of the bank’s own business.Therefore,this paper makes a comprehensive and detailed analysis of the external macroscopical marketing environment of the mobile phone bank of the CZ branch of the Postal bank by using PEST analysis method.The SWOT analysis method is used to study the main opportunities and risks that the Postal bank mobile phone bank may face in the actual marketing environment and the advantages and disadvantages of the bank itself,and uses the STP analysis tool to divide the customer market currently owned by its mobile phone bank.Combined with a large number of theoretical and empirical research results,the mobile phone banking market of the CZ branch of the Postal Reserve Bank has been accurately targeted.And put forward product strategy(product strategy for target customers,easy-to-use strategy,strengthening the use of functional strategy,financial product innovation strategy,branch localization product design strategy),price strategy(price target strategy,free,low-income service pricing strategy,promotion price strategy),discount price strategy,differential pricing strategy),channel strategy(WeChat interactive marketing strategy,big data marketing strategy,theme promotion strategy,public welfare promotion strategy,holiday promotion strategy,points promotion strategy)and specific measures for the implementation and protection of marketing strategies.Through the research object of CZ sub-behavior of the Postal bank,this paper analyzes the strategy of its mobile phone banking marketing.For the Postal bank,the research of this article helps it to accurately analyze the actual needs put forward by customers in the current market,and formulate corresponding product business adjustment strategies accordingly.Change the current communication channels and business profit model,realize the optimization and reorganization of resource allocation,in order to improve the comprehensive competitive advantage of the Postal Reserve Bank in the peer market,and increase the market share of mobile banking in the financial industry.