Bank Of China N Branch Mobile Banking Market Strategy Research

The emergence of mobile banking began in 1999.In the 20-year development process,mobile banking has gradually changed from an important channel for commercial banks to transform products to cope with the impact of the Internet.As of 2018,nearly 40 large,medium and small commercial banks in China have established mobile banking app suitable for Android and IOS operating system,and its business function module also covers nearly 80% of the functions of traditional online banking.N branch of Bank of China was established in Nanchang,Jiangxi in 1987.In 2020,n branch of Bank of China is in the critical period of "qualitative change".The whole bank should focus on the core qualitative change of app "monthly active users",rely on mobile banking to achieve rapid growth of users,strive to achieve 100 million active users in 2021,and build mobile banking app into the fastest growing customer service platform of Bank of China n branch.This paper adopts the research idea of "finding problems based on reality solving problems",analyzes the development of mobile banking at home and abroad,analyzes the mobile banking business of Bank of China n branch and the marketing strategy of mobile banking of N branch of Bank of China,including the status quo of user acquisition strategy,user active strategy,user retention strategy,user realization strategy and user communication strategy By using the method of questionnaire survey,this paper concludes that there are many problems in the marketing strategy of mobile banking of N branch of Bank of China in the user growth stage.In view of the problems existing in the mobile banking of N branch of Bank of China,this paper uses the theory of relationship marketing,long tail theory and aarrr theory to put forward countermeasures and suggestions to improve the marketing strategy of mobile banking of N branch of Bank of China.According to the research,we can optimize the marketing strategy of N branch of Bank of China mainly from the following aspects: first,improve the bank memory,customer penetration,cross industry cooperation to exchange users,and the Internet platform output of mobile banking products for user acquisition strategy optimization;second,through the construction of user activity model,the creation of user incentive system and different levels of activity The third is to optimize the user’s active strategy by means of differentiated operation;the third is to optimize the user’s product experience,establish the exclusive service for new users and improve the early warning and recovery mechanism of loss,so as to improve the user retention rate;the fourth is to establish the data-driven operation mode and promote online card free operation;the fifth is to increase the form of user recommendation,optimize the communication scene and radius,and set up special old belts Finally,it puts forward the safeguard measures to optimize the marketing strategy of mobile banking of N branch of Bank of China.It is hoped that this study can point out the direction for the mobile banking of Bank of China n branch to further improve the user flow,and provide certain guidance and suggestions for similar banks to develop mobile banking.Due to the lack of practice and cognition,this paper fails to conduct a comprehensive study on the mobile banking market,which will be further studied in the future.