Research On Marketing Strategy Of Mobile Banking In Boc Y Branch Bank

In the context of the new society,the Internet and mobile communication technology are developing rapidly.The development of information technology is increasingly changing people’s lives.At the same time,technology is also constantly changing the operating state and strategy of the banking industry.The emergence of mobile banking is to meet people’s growing material needs,which can meet people’s requirements for convenience,safety and fashion.The business marketing of mobile banking has also become a way for commercial banks to obtain more benefits and develop more customers.Banks should fully realize the developmental potential of mobile banking in the future,so as to keep pace with the social development and technological progress.As a branch of Bank of China in Sichuan,Y branch of Bank of China,their customer base is very strong because of excellent service ability.Mobile banking transaction amounted to 44.731 billion yuan,the absolute number was the first in the same group and the fourth in the whole province.However,with the rise of third-party payment platforms such as other commercial banks,mobile banking of Y branch has launched a strong challenge.In this case,the research on the marketing strategy of mobile banking business of Y branch has become an urgent matter.This paper analyzes the current situation of mobile banking in Y branch,and provides effective strategies for mobile banking marketing.This paper studies mobile banking literature at home and abroad.From the perspective of marketing knowledge,this paper analyzes the problems faced by Y branch.In addition,a questionnaire survey is designed to investigate the actual needs of customers for mobile banking.This paper will combine the marketing theory with the actual situation of Y branch,through customer demand,cost,convenience,communication and other aspects.The findings will provide some ideas for business development and marketing strategies of Y branch,so as to improve their competitiveness.The study will also investigate competitor’s development of mobile banking.Together,it will provide innovative ideas for the development of mobile banking in China.