Research On China Construction Bank’s Mobile Banking Marketing Strategy

In recent years,with the development of Internet and mobile communication technology,the continuous improvement of mobile communication infrastructure and the rapid popularization of mobile intelligent terminal devices,mobile banking has gradually become the main way for commercial banks to innovate service channels and promote new businesses.China’s mobile banking is still in its early stage of development,but in recent years mobile banking has begun to show rapid growth and become a new profit growth point for commercial banks.First of all,on the basis of consulting relevant literature,this paper adopts the typical case analysis method,takes the mobile banking marketing strategy of CCB as the research object,and uses PEST analysis method to analyze the internal and external development environment of CCB mobile banking.Secondly,according to the CCB mobile banking’s current marketing situation,this paper uses STP target market theory and SWOT strategic analysis method to find the bank’s potential target market and the bank’s competitive advantages,disadvantages,opportunities and threats,analyze and judge the CCB mobile banking’s marketing problems accordingly.Thirdly,4P marketing theory is used to design specific marketing strategies,including product strategy,price strategy,channel strategy and promotion strategy,which are in line with the development characteristics of mobile banking of CCB and adapt to the development trend of mobile financial system.All these aims to putting forward some feasible suggestions to promote the sound and rapidly development of CCB’s mobile banking by implementing corresponding strategies.Finally,develop safeguards.Safeguard measures include safety guarantee,talent team and marketing team construction guarantee,strengthening corporate culture construction guarantee and implementing various incentive measures.