Research On Mobile Banking Marketing Strategy Optimization Of Jiutai Rural Commercial Bank

With the continuous upgrading and development of Internet technology,the channels for people to apply the network have been further broadened,which are no longer limited to the IP end.Mobile networks have become the mainstream,and mobile banking is the product of the development of mobile Internet.From 2000 to now,Internet banking has experienced a process of upgrading and development.From SMS banking to WAP banking,to APP banking,and finally to mobile banking,its functions are more and more complete,and the scenarios that can be applied are more and more rich.With the further development of science and technology,commercial banks in the5 G era are generally faced with the competitive problems in the popularization and application of mobile banking.How to highlight competitive advantages in the same industry and how to better carry out marketing in the era of big data have become the issues that major commercial banks need to focus on.In addition,in the process of banking business development,mobile banking can help them better complete customer mining and business innovation,so mobile banking marketing is an issue that banks need to pay special attention to.Based on the 4C marketing theory,this paper takes the mobile banking of Jiutai Rural Commercial Bank as the research object,and takes the lead in analyzing its marketing status quo from the customer situation,promotion situation,etc.,and then uses PEST analysis method and SWOT analysis method to analyze the marketing environment faced by the mobile banking of Jiutai Rural Commercial Bank.After that,the author comprehensively used the research methods such as literature review and questionnaire survey,and pointed out that there are still many problems in the mobile banking marketing of Jiutai Rural Commercial Bank,such as inaccurate customer demand control,low product cost advantage,weak operation process convenience,one-way communication,etc.By analyzing the reasons,the author puts forward optimization suggestions on customer marketing,cost marketing,convenience marketing and communication marketing based on 4C marketing theory,with a view to breaking through the bottleneck in the process of mobile banking marketing,which has guiding significance for the further development of mobile banking of the bank.