Research On L Bank’s Mobile Banking Service Marketing Strategy

In the new era of rapid development of communication and information technology,people are pursuing higher and higher efficiency.More and more things will be operated on mobile phones.Mobile banking,with its incomparable advantages over traditional banking business,has become an inevitable choice for the development of banking business.It not only extends and improves traditional banking business,reduces transaction costs and improves service efficiency,but also produces new business such as offline storage,two-dimensional code withdrawal,online payment and so on,which has huge space for innovation.At the same time,it makes up for the traditional banking industry can not or inconvenience involved in the field,its information capacity is amazing,flexible and convenient,is being quickly accepted by people.Whether it can occupy a position in the field of mobile banking timely and effectively is not only related to whether commercial banks can maintain their existing market share,but also decides their future market structure.In the era of Internet finance.BAT(Baidu.Ali,Tencent)is leading and invading the traditional financial business.Traditional financial institutions have to rely on their off-line resource advantages to make changes.The scale of mobile banking business in China is expanding,but it still lags behind the mature operation mode of foreign mobile banking.Facing the fierce competition situation,how to find out the market positioning of mobile banking,formulate marketing strategies,and obtain greater market share and benefits has become a problem that our banking industry must study deeply at present.Developing mobile banking is an inevitable choice for our commercial banks to cope with financial globalization.The purpose of this paper is to use the method of combining theoretical and empirical analysis to put forward reasonable strategies and suggestions for the service marketing of L Bank’s mobile banking,which can effectively promote the retention of L Bank’s customers and the development of both quality and quantity,as well as the development of mobile banking business of other commercial banks and solve the problem of the development of individual bank’s mobile banking business.Balance and build competitive advantage of differentiated services to provide some experience and reference,in order to ensure the sustainable and stable development of commercial banks,and ensure the sustained,rapid and stable growth of our economy.Firstly,this paper introduces the background and significance of the research,the research objectives and contents,the research ideas and methods,and explains that the main content of this paper is the marketing mix strategy of L Bank’s mobile banking services.Secondly,it combs the relevant literature at home and abroad,expounds the STP theory.7Ps marketing theory,network marketing and other reasonable theories.Then it introduces the current situation of L-bank’s business marketing.Through Market Research and STP analysis of L-bank’s mobile banking business,it is found that the service orientation of L-bank’s mobile banking service marketing is not clear’the business development is not balanced,and the service products can not meet the target market demand.Finally,it puts forward the problems of mobile banking in view of the above problems.Service marketing mix strategy and implementation guarantee:summarize the full text and look forward to the future development of mobile banking.