Research On The Precision Marketing Strategy Of Mobile Bank Of Heilongjiang Branch Of Bank Of Communications

With the explosive growth of the China Mobile Internet i n recent years,the new financial model and service mode based on the mobile Internet are getting deeper into people's life.China's economy has entered a new normal state,and the growth rate has fallen,and the efficiency of investment driven economic growth has gradually become lower.The marketization of interest rate has been basically completed,and the growth rate of net profit created by traditional commercial banks mainly depends on the deposit and loan difference,which has been declining since 2011.With its high-efficiency and low-price products,Internet financial enterprises have profoundly changed the mode of financial services.Each bank has transformed,and mobile banking is one of the most involved products.However,the problem of homogenization of mobile banks is serious,and there is no bright spot to attract customers.The Bank of communications is a national joint-stock commercial bank,and the mobile bank is the key product of its marketing,and it has continuously invested in R & D and marketing resources to upgrade.This paper studies the marketing of Mobile Bank of traffic bank in Heilongjiang province.First,it introduces the theory of research background,research status,precision marketing and so on.Then,the marketing environment and marketing situation,the conditions of business,technical level,customer characteristics,advantages and disadvantages are analyzed.Third,take the mobile banking customers of Heilongjiang branch as data source,use the SPSS data analysis to ol,and use the two step clustering algorithm to analyze the characteristics of customer structure and transaction.Customers are classified from customer quarterly AUM,quarterly average loan,financial management,fund,insurance,mobile bank transaction pen number and amount,total transaction pen number and amount.Fourth,according to the characteristics and preferences of 4 types of user groups,we put forward the precise marketing strategy of mobile banking for different customer groups in terms of products,channels,prices and promotions.We should identify the market positioning and conduct differentiated marketing for different customer groups,and we should have differentiated marketing strategies for the 4 groups.This paper aims to solve the marketing strategy,Heilongjiang branch of marketing in the mobile phone banking focus is not prominent problems,provide reference for Bank of communications in Heilongjiang Province,the mobile phone banking business development and construction,the traff ic bank by changing the business framework,promote the upgrading of products,adjust the marketing means,strengthen resource optimization,improve the core competitiveness.