Reserch On Mobile Banking Marketing Strategy Of Bank Of Communications Gansu Branch

The whole world has entered the information age with the development of science and technology,science and technology affects our daily life everywhere and everyday.With the coming of the 5g Era,more and more rapid information transmission and exchange is bound to have a more profound impact on the future financial industryIn 2015,Alipay and WeChat first launched mobile payment.People are used to traveling without cash or credit cards in three years,they choose to use mobile phones for consumption.In addition to mobile phones in people's lives occupies an irreplaceable position,and mobile payment also contributes to the promotion of cashless consumption.Financial institutions have also opened a new round of competition in China after the success of Alipay and WeChat.The market share and daily active users of e-banking have become the new development indicators of financial institutions.With Alipay relies on the balance of treasure products to make money,all the banks have launched flexible access to small financial products,which was limited to the mobile phone clients.But banks have also encountered many problems in recent years,such as stealing payment and active clients are declining.Under these circumstances,the responsibilities of mobile banking strategy development department,R & D department and marketing department are finding out the positioning of mobile banking,carrying out all-round packaging of mobile banking with scientific and reasonable marketing strategy,building a characteristic mobile banking.First of all,according to the development trend of mobile banking products in China's banking industry and the coming 5g new technology,combining the main advantages and business characteristics of mobile banking,expounding the necessity of the development of mobile banking.How should mobile banking products of Bank of communications stand out in the fierce competition according to market demand according to the current situation of fierce competition in the market.Secondly,according to the PEST analysis,the political environment,economic environment,social environment and industrial technology environment in China,Combined with the SWOT analysis of mobile banking products of Gansu Branch of Bank of Communications,repositioning the market is very important.Thirdly,facing a eries of marketing problems of mobile banking products of Bank of Communications,it is necessary to fnd out the problems,point at the current problems by analyzing the cause of the problems.Fourthly,it is aimed at redevelopment of marketing strategy and STP theories,redivision of mobile banking market of Bank of Communications,target customer group selection,market positioning of products.At the same time,combined with marketing mix strategy,use the most powerful resources to gain more market share.Lastly,mobile banking product marketing strategy of Gansu Branch of Bank of communications needs to be formulated by Gansu Branch of Bank of Communications and applies safeguard measures.This paper aims to study and implement the marketing strategy,it can play a reference role in the mobile banking business marketing of Gansu Branch of BOCOM and take the leading position in the same industry in Gansu province.At the same time,it can be used as a reference for relevant personnel of other industries.