Research On The Marketing Strategy For Personal Mobile Bank Business Of Industrial And Commercial Bank Of China Y Branch

Come to 2019,the rapid development of mobile Internet technology and emerging technologies has not only quietly changed people's life philosophy and behavior patterns,but also profoundly changed the business format and competition mode of the financial industry.Now the financial industry is constantly moving towards portable.And the upcoming commercialization of5 G will also help this trend.As a mobile financial service terminal,mobile banking integrates traditional financial services with mobile intelligent communication devices,enabling people to enjoy financial products and financial services provided by banks anytime and anywhere through mobile phones.This feature conforms to the trend of the times.At the same time,it has also become a frontier in the banking industry.As a two-level branch established by ICBC in Y City,the Industrial and Commercial Bank of China Y Branch ranks first in the city in terms of its number of personal mobile banking customers with its large customer and good customer reputation.However,along with the strong challenges of the rapid development of competitors such as other state-owned banks,joint-stock banks and third-party payment platforms,as well as the marketing methods,serviceconcepts and customers in the personal mobile banking business process of ICBC Y Branch Management and other issues have seriously restricted the healthy and rapid development of personal mobile banking business of ICBC Y Branch.Under such circumstances,it is particularly important to analyze and research how to promote the personal mobile banking business of ICBC Y Branch and solve the problems in the marketing process.This paper is divided into five parts for research.The first part is the introduction part,which mainly expounds the research background,research purpose and significance of the thesis,and at the same time clarifies the research content and method of this paper,and designs the research structure.The second part analyzes the marketing status and existing problems of ICBC personal mobile banking business.This part firstly introduced the Industrial and Commercial Bank of China,ICBC Y Branch and ICBC Mobile Banking.Then,combined with the actual situation of the ICBC Y Branch and the competitive environment,the investigation found that there was a problem in the personal mobile banking service marketing process of ICBC Y Branch.The results of these analysis studies will serve as the basis for specific marketing strategy recommendations.The third part is an analysis of the marketing environment of ICBC personal mobile banking business.This section analyzes in detail the macro environment and micro environment of ICBC personal mobile banking business.The fourth part is the marketing strategy design of personal mobile banking business of ICBC Y Branch.This part mainly clarifies the designprinciples and design ideas of its own marketing strategy,and uses the 7Ps combination theory in marketing to formulate the marketing strategy of ICBC Y branch personal mobile banking business.The fifth part is the marketing strategy guarantee for the personal mobile banking business of ICBC Y Branch.This section will present some suggestions and countermeasures on how to achieve marketing strategy goals.This paper combines the relevant theories of marketing with the actual situation of ICBC Y Branch.The PEST analysis method is used to analyze the macro environment of T Branch's personal mobile banking business,and use the Porter Five Force Model to ICBC Y Branch.Personal mobile banking conducts industry competition analysis and uses 7Ps combined marketing strategy to provide feasible countermeasures for the healthy development of T Branch's personal mobile banking business under the impact of continuous market competition.It also has certain sustainable development for other commercial banks' mobile banking business guiding significance.