Research On Marketing Promotion Strategy Of Mobile Bank Of Xuzhou Rural Commercial Bank

Today,with the rapid development of network technology,the banking industry is keeping pace with the times,accelerating the digital transformation,and developing online business.Mobile banking has the advantages of simple operation,convenient use,low cost and personalized settings,and has become the first choice for customers to choose online transactions.In this hot field,various financial institutions are also developing their strengths and competing fiercely.It can be said that the development and transformation of mobile banking is an important way to reform and transform the banking industry under the background of the new era.Xuzhou Rural Commercial Bank is a regional joint-stock bank in Xuzhou,supported by the local government,which has natural geographical advantages,which is conducive to the development of business,but also has the common problems of all small and medium-sized financial institutions: partial safety,big development limitations,lack of innovation ability,poor market risk resistance and so on.This requires Xuzhou Rural Commercial Bank to establish an all-round marketing strategy system,which has great practical significance for the development and growth of Xuzhou Rural Commercial Bank in the late period and is an urgent task to be completed.The author is a front-line employee of Xuzhou Rural Commercial Bank.Based on the actual problems found in the process of handling business,this thesis puts forward a more realistic marketing plan to better promote mobile banking and promote the development of other businesses at the same time,so as to enhance the market share of Xuzhou Rural Commercial Bank.Based on the theory of customer value,the author analyzes the needs of customers,the internal and external challenges of enterprises,the impact of services on customer satisfaction through the theory of service marketing,and then analyzes the data collected by the questionnaire with the method of principal component analysis,respectively from the different perspectives of product value,competitors and service marketing.Then,from these three aspects,the author puts forward the optimization measures of targeted marketing strategy,namely,targeted optimization of products,expansion of publicity scope,enhancement of free advantage,reduction of customer costs,comprehensive development,enhancement of characteristic functions,enrichment of channels and improvement of product marketing ability,targeted promotion,optimization of assessment system,enhancement of whole-process management,enhancement of standardized marketing,intensification of differentiated marketing,intensification of staff training,implementation of word-of-mouth marketing and other measures.Finally,the chapter summarizes the relevant research,points out the limitations of the study and puts forward the next step hope.