Research On Mobile Banking Marketing Strategy Of G Branch Of Agricultural Bank Of China

With the development of information technology and the popularity of smart phones,mobile banking business marketing competition has become one of the main battlefields of competition among banks.At present,all commercial banks have launched their own mobile banking applications to cope with the fierce market competition environment.How to do a good job in the marketing of mobile banking,improve the share of mobile banking,expand the scale of users,and compete for a larger market share has become the focus of the current Digital transformation work of the Agricultural Bank of China.Therefore,the research on the marketing strategy of Agricultural Bank of China Branch G is of great significance for helping the bank’s mobile banking business develop,so as to gain a larger market share and enhance the competitiveness of the bank.This paper takes the example of branch G of Agricultural Bank of China.At present,branch G has 1.16 million registered customers and 360000 monthly active users in mobile banking.It has made some achievements in the marketing of mobile banking,but there are the following problems: first,it does not know enough about consumer needs and does not guide marketing from the perspective of customers;Secondly,the cost of customer acquisition is high,and the promotion and organization of promotional activities in various lines are not in place;Third,there are few use scenarios of mobile banking,and the convenience of use is insufficient;Fourthly,the bank lacks effective communication with customers.Analyze the problems that exist in the marketing process of Agricultural Bank of China Branch G using the following research methods: firstly,draw on the previous research results through domestic and foreign literature research and propose areas where the research is not thorough enough to provide marketing guidance for specific operating banks;Secondly,combining the AARRR model for analysis,summarize the marketing status of Agricultural Bank of China Branch G;Third,through employee interviews,we can find out that employees think that the marketing of ABC Branch G for mobile banking is insufficient;The fourth is to analyze various factors that affect consumers’ use of mobile banking by issuing questionnaires,draw consumer portraits and summarize the causes of problems in marketing.Finally,the optimization suggestions are put forward: first,clarify the STP strategy of ABC G Branch,do a good job in market segmentation,clarify the market positioning,and select the target market;Secondly,based on the 4C marketing theory,specific measures are proposed to improve consumer marketing,optimize costs,enhance convenience,and improve communication strategies;The third is to promote the optimization of marketing strategies through institutional,financial,technical,team,and risk control guarantees.This paper analyzes the current marketing situation of mobile banking business of ABC G Branch,analyzes its existing problems and causes,and puts forward optimization suggestions and practical optimization safeguards to adapt to the mobile banking business marketing strategy of ABC G Branch,which has certain practical significance for the development of mobile banking business of ABC G Branch to gain competitive advantage,and also has certain reference significance for other banks to carry out mobile banking marketing business.