Research On Digital Precision Marketing Strategy Of Mobile Banking Of Bank A In S City

In the years of steady economic growth,the rapid development of big data applications and Internet finance has triggered profound transformation in the financial ecosystem and structure.The crux of bank transformation resides in innovating big data applications.Digital operations based on big data analysis have substantially improved the marketing effectiveness of commercial banks.Recent years have seen incessant emergence of various financial services such as mobile phone transfer,mobile phone shopping,mobile phone payment,and mobile phone banking,rapid growth of third-party Internet financial platforms and derivation of a whole-chain ecological scenario spanning from asset management to government services and including competitive businesses such as wealth-management products and service payment.Coupled with convenience and easiness in operation,therefore,Internet finance has gradually replaced the liabilities,assets and intermediary businesses of commercial banks,and such a large loss of money flows has plunged commercial banks under considerable threat.Under this circumstance,commercial banks are taking active action to promote financial service transformation and improve the strategic position of mobile banking,aiming to press ahead transformation and development of compound channels and improve their competitiveness via mobile banking.How to follow the developmental trend of Internet finance,make correct use of digital marketing strategies of mobile banking and keep on expanding market shares and scrambling for customer resources are an urgent issue that major commercial banks need to resolve right now.Taking the mobile banking of Bank A in S city as the research subject,this paper investigates development strategies of mobile banking after digital precision marketing transformation of commercial banks,studies the development of their retail business,analyzes the current development environment of mobile banking in politics,economy,society and technology based on the PEST model,introduces the digital marketing tools used by Bank A and the status quo of digital precision marketing of mobile banking,performs marketing experiment analysis of mobile banking to analyze the interaction between mobile banking and customers’ financial attributes,transaction attributes and activity participation,and finally puts forward some digital precision marketing strategies are put forward based on the analysis results,which are of certain referential significance in enhancing the ability of commercial banks to carry out customer-oriented digital marketing for mobile banking and in keeping costs down in online marketing and operation.