Research On Mobile Banking Marketing Strategy Of H Branch Of Inner Mongolia Bank

With the rapid development of Internet technology and the growing popularity of mobile phones,mobile banking business has been promoted rapidly,and because of its convenient and fast characteristics,it has been favored by customers,so it has become one of the important tools for major banks to compete in the market and seize customer resources.As a city commercial bank,Bank of Inner Mongolia found the development opportunity of mobile banking business with the development of business,and then launched mobile banking business.Because of its clear interface,simple operation,functional stability and other performance,it can meet the basic financial needs of customers and obtain certain market satisfaction in the local market.As the first foreign tier one branch directly under the head office of Bank of Inner Mongolia,H branch has actively complied with the requirements of the head office for the development of mobile banking,accelerated the construction and promotion of mobile banking,so how to improve its share in the financial market through marketing strategies has become an urgent problem to be solved by H branch,and for the development of mobile banking business of H branch of Bank of Inner Mongolia in H region It is of great significance.Combined with the development of mobile banking business and the current situation of business marketing of H branch of Bank of Inner Mongolia,this paper analyzes the external macro environment,micro environment and comprehensive development environment of H branch by PEST analysis,five force model analysis and SWOT analysis,and determines the market positioning and marketing mix strategy of mobile banking business of H branch of Bank of Inner Mongolia according to the analysis results.The full text is divided into five parts,the first part introduces the research background,purpose and significance of H branch’s marketing problems,combined with the combing of domestic and foreign research literature,determines the research framework of this paper;the second part defines the concepts involved in the research,main marketing environment analysis methods and related theories;the third part introduces the development process,business composition and mobile banking business of H branch The fourth part analyzes the financial policy environment,economic policy and industrial development environment,social and cultural environment and technical environment in the external macro environment of H region by using PEST analysis method,and concludes the external macro environment conducive to thedevelopment of mobile banking business.Through the five forces model,this paper analyzes the competitive environment of mobile banking marketing from the micro perspective,and obtains the competitive environment that is not conducive to the development of mobile banking business.This paper analyzes the external environment and internal resources of mobile banking business marketing of H branch by SWOT analysis method,and finds out the external opportunities and external threats,internal advantages and disadvantages faced by the development of mobile banking business of H branch.In the fifth part,combined with H branch’s marketing situation and the results of internal and external environment analysis,the customer market of H branch’s mobile banking business is subdivided,the development target market is determined,and the market positioning is carried out.Combined with the 7PS marketing mix theory,the marketing mix strategy for the development of H branch mobile banking business is formulated.