Marketing Transformation Strategy Of Palm Bank Of Agricultural Bank Of China

Under the subversive impact of financial science and technology,the financial ecology has changed significantly.The banking business model and development mode are facing the pressure of urgent and profound transformation.Internet giants are seeking diversified and open business layout.The industry department platform is expanding the supporting financial service capacity with its own business scenarios.The formation of differentiated financial competition pattern makes the Agricultural Bank of China The competition between banks is more fierce.The impact and influence of commercial banks,especially in the banking app.In particular,the application of big data and cloud computing,financial products are realizing the synchronous development of online and offline,many non-financial institutions and commercial banks are in fierce competition,customers and accounts have become the focus of competition.This means that the marketing development ideas and space of banking app need to be further broadened.The purpose of this topic is to explore and effectively promote the development of retail financial business in the Internet environment,analyze the current situation of the development of the handheld banking business of Agricultural Bank of China,and put forward relevant suggestions and directions for the development and transformation of the handheld banking business in the new situation.The dilemma faced by the app group of domestic commercial banks is how to enter the user's mobile phone and keep active.The main problems are as follows: the scale expansion speed of the user caused by the continuous reduction of customers arriving at the store is declining;the user development channel is relatively simple and the means of scale expansion is few;the application content of app is mainly banking products and business,which has insufficient high-frequency attraction for customers,and the user Low activity,lack of viscosity;serious homogenization ofproducts.From the perspective of internal environment,the formation of the above problems is mainly due to the lack of marketing means,unclear assessment guidance,inadequate resource allocation and unreasonable personnel structure.From the perspective of external environment,the economic and technological environment provides market and technical support for the development of palm bank,which is conducive to the rapid development of palm bank.At the same time,the market competition is extremely fierce,and the situation is very severe.Based on the 4P marketing theory,this paper analyzes the advantages and disadvantages of the app of ABC in terms of products,channels and promotion strategies,analyzes and references the main practices of pinduoduo with the main label of successful and rapid expansion in the market,and puts forward the strategy selection of marketing transformation of ABC's handheld bank.In order to realize the rapid transformation and development of handheld banks,it is necessary to present personalized interfaces,products and functions for customers intelligently.It is necessary to comprehensively use big data,cloud computing and intelligent technology to optimize and upgrade products and functions,analyze and portray customers,and precisely match products and services.It is necessary to attract and activate customers with rich scenarios through scenario based marketing,realize customer identification,customer acquisition and live customer in the way of Finance+ scenario,and promote the rapid development of banking apps.