Research On Marketing Strategy Of Mobile Banking Of Jiangxi Branch Of Bank A Based On 4C Theory

The booming development of the mobile Internet and the extensive coverage of 4G technology have driven the demand for financial services to become more diverse.In the future,with the deep integration of financial services and Internet technologies,financial services may undergo greater changes.As a product of the combination of financial services and modern technology,mobile banking is using its strong service capabilities to promote national life.In particular,the continuous increase in demand for mobile office will definitely further enhance the degree of mutual integration of the financial market,and encourage more users to use mobile banking to handle their own financial services.Therefore,the mobile banking business has good development prospects.In response,it is necessary for Bank A of Jiangxi Branch to comply with market competition trends,integrate its business advantages and resource advantages in multiple dimensions,and improve the mobile banking marketing system in order to grab a larger market share.Taking the behavior of Bank A of Jiangxi Branch as an example,this article thoroughly investigates the actual marketing situation of Bank A of Jiangxi Branch,designs and compiles a questionnaire,and analyzes the deficiencies of the Bank's marketing and promotion of mobile phone products.Based on this,the STP theory and 4C theory are further introduced,and a feasible strategy for promoting the marketing of mobile banking products by Bank A of Jiangxi Branch of Bank A is proposed.Specifically,the ideas discussed in this article are: first,explain the concepts of marketing,mobile banking and other keywords,introduce brief related theories,and form the theoretical basis for the analysis of the thesis;second,summarize the status of Bank A of Jiangxi Branch,and clarify its promotion and promotion of mobile banking The shortcomings of the company's own;in addition,design and prepare a questionnaire,and issue the questionnaire to customers of Bank A of Jiangxi Branch.Statistical analysis of the survey data to clarify the actual needs of Mobile Banking of Bank A of Jiangxi Branch,and sort out the factors that have an impact on users' download and use of Mobile Banking.Finally,according to the mobile banking marketing issues of Bank A of Jiangxi Branch,factors affecting user needs,etc.,combined with the STP theory to refine the mobile banking user market of the bank,establish its market positioning,and then set up a combined marketing plan based on 4C theory.This article can not only provide material and case support for related topic research,but also enrich the marketing theory system.At the same time,this article can also provide practical guidance for Bank A's Jiangxi Branch to optimize its marketing strategy and improve the efficiency of mobile banking marketing.