Y Rural Commercial Bank Mobile Financial Service Platform Marketing Optimization Strategy Research

In the era of Internet,mobile payment is developing rapidly and payment mode is more and more diversified.Large domestic commercial banks have gradually established mobile financial services platform and achieved some results.As an important financial institution in rural areas,rural commercial banks play an important role in meeting the needs of people’s financial services.Because rural commercial banks have been transformed from rural credit cooperatives,traditional businesses are facing the pressure of transformation and upgrading.Choosing mobile finance of rural commercial banks as a case study has important theoretical and practical significance for enriching the research of mobile finance and rural commercial banks and promoting the development of mobile finance of rural commercial banks in China.This study reviews the concept and theoretical basis of mobile finance,the service marketing and the research documents of mobile finance in rural commercial banks,expounds the situation of Y rural commercial banks and mobile financial services platform,and analyzes the marketing environment of the mobile financial service platform of Y rural commercial banks from the inside and outside parts.The statistical analysis of the questionnaire data is carried out to find that the mobile financial service platform of Y rural commercial banks has not strong mobile financial business system,low mobile financial business difference,and the individual intelligence service level of mobile financial business needs to be improved,lack of individualized financial services and mobile financial business marketing activities.On the basis of the single problem and analyzing the reasons for the problem,it puts forward five major aspects: strengthening the systematic improvement of the mobile financial service platform,paying attention to the innovation of the mobile financial service platform,improving the intelligent level of the mobile financial service platform,strengthening the personalized service of the mobile financial service platform,and enriching the marketing of the mobile financial service platform.Finally,the research conclusion and prospect are summarized.