| In the era of big data information,with the rapid development of Internet economy,it is an inevitable trend for commercial banks to change the traditional operation path.To vigorously develop network financial services has become the only way for them to develop new retail business with practicing new financial concepts.As the core of network financing,the mobile banking business is an important field for commercial banks to seize market share,speed up the migration of offline business to online business and deploy troops.With the rapid rise of new and fast payment methods,third-party institutions such as Alipay,Wechat and Union Pay have been pursuing profitable capital,grabbing resources and taking a share of the action.The traditional financial hegemony of commercial banks has been further shaken,and the road of transformation is imminent.In order to further promote the pace of reform and innovation,in2020,CCB put forward the digital operation concept of "Building Prosperous Bank",which once again emphasized the importance of mobile banking to promote the new development of retail business.How to make mobile banking stand out from the fierce competition of peers and other branches under the general policy of the head office so as to become a powerful online platform for retail business is a problem that CCB G Branch needs to think deeply.Therefore,it is of great significance for CCB G Branch to study the development of mobile banking business in the process of digital transformation.This paper takes the mobile banking business of G Branch of CCB as the research object,selects the long Tail theory related to probability and statistics,the "80/20 rule",the AARRR theory related to users’ life cycle,and the SWOT-PEST matrix analysis used for enterprise strategic planning and other related theories.This paper studies the business development of CCB G Branch’s mobile banking business from the following aspects: customer group structure,user growth,activity and maintenance,market promotion environment and marketing strategy selection,and puts forward targeted optimization suggestions accordingly.In the choice of research methods,mainly adopts the theoretical analysis of data collection,literature review,the combination of enterprise internal strategy and external environment,the empirical analysis of optimization,as well as the comparative analysis of learning model and case reference,in order to achieve the integration of theoretical analysis and practical development suggestions.Through the customer satisfaction questionnaire,the feedback of mobile banking c-terminal users of G Branch of CCB was collected,and the deficiencies in product design and service were found.Combined with SWOT and PEST analysis method,this paper briefly and intuitively deconstructs the opportunities and challenges inside and outside the marketing of mobile banking business of G Branch of CCB from the macro level of politics,economy,society and technology in the form of matrix chart.Through the developed modes of mobile banking business of advanced commercial banks from domestic and abroad,this paper analyzes typical cases in detail and extracts unique experience that can be specially applied to the development of mobile banking business of G Branch of CCB for reference.However,in view of the existing problems,such as serious product homogeneity competition,insufficient customer value mining and maintenance of fine stratification,weak direct operation of long tail customer groups,lack of new signing users and low user activity,From the data using,management tools and methods to use digital innovation level such as professional and practical operation,to promote innovative improvement opinions and policy suggestions,so as to make specific guidance on the business development,make branch of CCB G mobile banking will not only stand out in the competition,more able to boost its own digital development of retail business,It is expected to provide reference value and significance for commercial banks and financial institutions. |
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