Research On Precise Marketing Strategy Of Mobile Banking Of M Bank In LC Cit

Along with the emergence and rapid development of the Internet,big data,cloud computing,Internet of Things,smart phones and other scientific technologies,China’s mobile network users have achieved "blowout" growth,and e-commerce and financial products have achieved rapid development.How to effectively use the Internet to promote financial development has also attracted close attention from the domestic banking industry.In particular,the use of mobile Internet technology to create mobile banking and promote the accurate marketing for financial products is becoming an increasingly prominent industry development trend.M Bank is also taking its chances to actively build its own mobile banking precision marketing platform.However,as a local bank,in the process of constructing and operating the platform,it must not only meet the new challenges and difficulties faced by the entire banking mobile banking precision marketing operation process,but also overcome its actual operational bottlenecks.Studying the precise marketing strategy of M Bank’s mobile banking is not only conducive to improving the Bank’s operational efficiency and business performance,but also has a positive and constructive contribution to the entire banking industry.This paper takes M Bank as an example to study the precise marketing strategy of mobile banking.The main contents of this thesis are as follows:Firstly,based on the domestic research background and relevant literature,find the theoretical breakthrough and research value of this paper.Secondly,introduce the current situation of M banking and its mobile banking marketing,and analyze the current marketing problems of M Bank.Then introduce the development status of H Bank mobile banking,the analysis of the operation of M Bank’s mobile banking marketing environment;then,based on PEST analysis of the political environment,economic environment,technical environment and social environment,and SWOT analysis method,and I point out M Bank mobile phone the issues behind the bank’s precision marketing and give its strategic choices.And then,based on the above analysis,this paper proposes the design of M Bank’s mobile banking precision marketing optimization program,and proposes the accurate marketing strategy of M Bank mobile banking,which is mainly discussed from several aspects such as product strategy,price strategy and channel strategy.In the end,H Bank’s mobile banking precision marketing guarantee measures are elaborated from three aspects:improving the marketing system,strengthening technical support and strengthening talent protection.