Research On The Mobile Banking Marketing Strategy Of Bank Of China A Branc

Accurate and efficient marketing strategies have a direct impact on enterprise development and product sales.The key point for enterprises to formulate marketing strategies is how to grasp customer needs,ensure that marketing strategies can attract customers and improve customer stickiness and loyalty.Based on the bank of China,A mobile phone bank as the research object,by the bank of China,A mobile phone bank marketing strategy,make the customers to promote the usage of mobile phone bank,use activity to become the final research goal,the meaning of the research background,research institute,based on the literature reading,for domestic and foreign research results make A review at the same time,Defining core concepts such as mobile banking and precision marketing,taking STP,4Cs and 4Ps as the theoretical support of this paper,analyzing the current situation of mobile banking marketing business of BANK of China A Branch,and conducting in-depth analysis of the industry by following the internal environment → external environment → industry environment →SWOT method.This paper puts forward the viewpoint of mobile banking of A Branch of Bank of China based on SO strategy.Then,taking A branch of Bank of China as an example,STP market survey of major banks in the city where A branch is located is carried out.After user data collection and statistics are realized,STP market segmentation and target market confirmation are carried out for the mobile banking of BANK of China A Branch,and 4Cs marketing theory is used to supplement 4Ps marketing theory to formulate mobile banking marketing strategy of Bank of China A Branch from product,price,channel and promotion.The strategy design phase,give full consideration to meet the demand of different target markets,reference SO strategy,give full play to the advantages of A branch,seize the opportunity to adverse factors against the disadvantages and threats,and considering the actual demand,consumers cost,convenience and communication with consumers,finally realizes the bank of China,A win-win situation with consumers,While improving the economic benefits of banks,the application and promotion of mobile banking should be promoted.The study from the environmental analysis,SWOT analysis,compiled A branch should follow the strategy,based on the STP market segmentation,4Cs and 4Ps marketing theory to realize rapid promotion,the bank of China,A phone for Banks to improve their mobile phone bank marketing strategy,and promote our country bank customers mobile banking application activity,has the vital significance of promoting.