Research On The Marketing Strategy Of Zaozhuang Bank's Mobile Banking Business Under The Background Of Internet Finance

In recent years,the rapid development of technology has popularized the smart phones and 4G networks.Against this background,the third party payment agencies represented by Alipay and WeChat have seized most of the market share of mobile payment,and have made considerable progress in the mobile payment market in China,which has caused a certain impact on the traditional commercial banking business.With the development of Internet finance,mobile banking,as a combination of mobile network and commercial bank,is becoming more and more popular in the lives of residents.Data shows that with the continuous improvement of mobile banking functions,the number of mobile banking users has exceeded the number of E bank users.Mobile banking can effectively divert over-the-counter business,release over-the-counter productivity,but at the same time,it also exposes the problem that the overall quality of customers is not high and the sustained activity is difficult to maintain.To a certain extent,it also affects the sustainable development of mobile banking.?In this paper,the mobile phone bank of Zaozhuang Bank,a small and medium-sized city commercial bank,is taken as the research object.With the background of Internet finance,case analysis,literature analysis and interview are adopted to find a marketing strategy suitable for the development of Zaozhuang bank's mobile banking.This paper uses PEST analysis model,SWOT analysis model and other analysis tools,through the analysis of Zaozhuang Bank mobile banking business facing the external environment and internal environment,clear the opportunities and threats of mobile banking business of Zaozhuang bank.Then it designs specific marketing strategies from seven aspects of service marketing theory combination: In terms of product strategy,by means of enriching payment scenarios,we can improve product functions,provide customized services and enhance user experience.In terms of price strategy,we should adopt the strategy of low price or even free price,differentiate pricing to differentiate customers,and implement promotion pricing.In terms of channel strategy,we should actively seek channel cooperation and start with user convenience.In terms of promotion strategy,WeChat interactive marketing,big data marketing,festive marketing and point marketing are adopted to attract consumers.In terms of personnel strategy,we should strengthen the training of business salesmen from three aspects: business knowledge,marketing skills and service attitude.In terms of visible display strategy,mobile banking business function display area is set up to bring intuitive feelings to customers.In terms of process strategy,we should attach importance to process service and start from three stages of product design,marketing and after-sales to bring good experience to customers.Through the above careful analysis,we can easily find that if Zaozhuang Bank can effectively use its own opportunities and advantages,correctly handle external threats and disadvantages,provide customers with mobile banking clients with rich scenarios,convenience and good user experience,and seriously carry out relevant marketing activities,it will surely gain greater market share in the context of the Internet financial era.,and achieve better development.