Research On Marketing Strategy Of JT Bank's Mobile Banking Products

The booming development of mobile Internet and the rapid development of 4G network technology have promoted the diversification of financial business needs and promoted the deep integration of financial services and network technologies.In the future,traditional financial services will undergo tremendous changes due to the penetration of technology.As a product of the integration of the financial industry and new technologies,mobile banking is affecting the lives of its citizens with its strong comprehensive service capabilities.In particular,with the increase in demand for mobile office,the degree of global market integration has increased,and more bank customers will choose to handle banking through mobile banking.Therefore,the development prospects of mobile banking are relatively broad.As an important member of China's commercial banking system,JT Bank should focus on how to fully integrate existing resources and advantages in the fierce competition in the industry,rationally optimize the mobile banking marketing mechanism,and fully leverage mobile banking to further expand its market share.Taking JT Bank as an example,this paper studies the actual situation of JT Bank's mobile banking product marketing,finds out the problems in JT Bank's mobile banking product marketing through questionnaires,and proposes JT Bank's mobile banking marketing in combination with STP theory and 4C theory.Strategy.First of all,the related concepts and theories of marketing and mobile banking are elaborated,which lays a theoretical foundation for subsequent research.Secondly,it introduces the current situation of JT Bank's mobile banking products and marketing,and analyzes the problems in the marketing of mobile banking products.Thirdly,a questionnaire was sent to JT Bank's target users to understand their demand for JT Bank's mobile banking,and to identify the main demand for mobile banking products.Finally,according to the problems existing in JT Bank's mobile banking marketing and the key factors of user demand,based on the STP theory,the market segmentation,target market and market positioning of JT Bank's mobile banking products are defined,and an improved combined marketing plan based on 4C theory is proposed.This paper provides new materials and cases for the study of relevant theories,enriches the marketing system,and the research results can be applied to the actual situation.It provides reference for the improvement of JT Bank's mobile banking product marketing strategy,and it can also be used for the development of other banking marketing work.value.