Research On Mobile Banking Marketing Customer Segmentation Of J Bank

With the vigorous development of digital economy and the deep integration of technology and finance,the service function and interactive experience of mobile banking are increasingly improved,and a variety of scene services such as livelihood services,content information,consumer shopping and government payment are introduced.Since the advent of COVID-19 in 2020,the new business model developed by financial technology will further develop and play an active role.The spread of the epidemic has forced the change of the financial lifestyle of the citizens,and the transformation of the banking outlets has accelerated.With the value of the "non-contact" bank mode being more and more developed,mobile phone banks are playing a more and more significant role in promoting the development of the financial industry.At present,J bank mobile phone banks are not competitive enough in the market and occupy a high level.In the face of the sudden COVID-19,J bank mobile phone banks have encountered some new problems in marketing.It is very important to study customer needs,identify problems and adopt targeted marketing strategies.Based on the data mining of mobile banking customers,it can more vividly describe the customer characteristics and more clearly display the customer value,so as to carry out customer segmentation and market positioning according to the different needs of customers,formulate differentiated marketing plans,realize the precision marketing of mobile banking,and then promote the overall business development of J bank.This thesis takes the mobile banking marketing of J bank as the research object,introduces its marketing situation,and carries out a questionnaire survey on the mobile banking marketing of J bank.The questionnaire was distributed and reclaimed in the representative area of Shijiazhuang,which was more influential in 2021.In the urban area of COVID-19,the two yuan Logistic model was used to find out the marketing indicators related to the willingness to use mobile phone banks.The questionnaire was used to diagnose marketing problems and the J mobile phone banking marketing was found to be relatively weak in customer segmentation.Then,combined with the analysis of the macro environment and industry environment,find the reasons for the weak customer segmentation.By analyzing the advantages and disadvantages of customer segmentation strategy,it is considered that the implementation of customer segmentation strategy is feasible in bank J.through the establishment of IPA model,this thesis puts forward the countermeasures and suggestions for the future marketing customer segmentation of mobile banking of bank J.This thesis aims to realize the precision marketing of mobile banking in the future through the research on the marketing customer segmentation of mobile banking of bank J,and strive to occupy a leading position in the same industry.At the same time,it is hoped that through analysis and research,it can play a certain reference role for mobile banking marketing of other commercial banks.