Research On Optimization Of Mobile Banking Markeintg Strategy Of A Bank Chongqiong Branch

In recent years,with the in-depth development of the mobile internet and the high integration of finance and technology,Internet finance has exerted a great influence on traditional banking business and consumer transaction behavior,and it is eroding the market share of commercial banks and other traditional financial institutions in many fields.However,due to the rapid development and insufficient regulation of Internet finance in the early stage,which led to the frequent occurrence of associated risk events,the returns of Internet financial products gradually become ordinary,making commercial banks with a high level of risk control,high degree of asset diversification and strong security defense ability return to the consumer field of vision,these make the development of commercial banks ushered in new opportunities.Faced with this opportunity,commercial banks have regarded mobile banking,a key platform for providing customers with financial services,life scenarios and smart finance,as the main battlefield of retail competition.In the context of the deepening of retail transformation,how can commercial banks deepen the use of big data,cloud computing and other information technology to achieve new breakthroughs in marketing strategies,so that the scale of the customer base covered by mobile banking continues to expand and user satisfaction continues to improve has become the key to competition among banks.This research takes the mobile banking marketing strategy of A bank Chongqing branch as the object,adopts literature analysis method,case comparison method,questionnaire method and other methods,takes user needs as the entry point,strengthens technological support for mobile banking accurate marketing from the perspective of data empowerment,and puts forward operative marketing strategy optimization suggestions and supporting guarantee mechanism.First of all,after describing the background of A Bank Chongqing Branch and its mobile banking marketing development,the research analyze mobile banking APP of bank A by using the results of tripartite institutions’ measurements and crawling the user comment data of mainstream application stores.Secondly,the research provides a detailed introduction to the current situation of its mobile banking marketing,and the user profile is used to analyze the user composition and usage,and a questionnaire survey is used to investigate the user needs and experience,etc.to find out the problems in its marketing process.Thirdly,the PEST analysis method is used to analyze the macro and internal environment of mobile banking marketing of A Bank Chongqing Branch,the SWOT analysis method is used to analyze its strengths,weaknesses,opportunities and threats,to provide a theoretical and practical basis for optimizing marketing strategy.According to the results of the previous analysis,the market theory of 7Ps is used to propose optimization suggestions for the targeted mobile banking marketing strategy of A bank Chongqing branch.Finally,in order to make the marketing mechanism long-lasting and sustainable,the AARRR user growth model theory is used to purpose relevant guarantee mechanisms to consolidate the marketing results,improve user satisfaction,improve user stickiness,and promote the sustainable,steady and high-quality development of mobile banking business of A bank Chongqing branch.