| In recent years,under the background of slowing economic growth,interest rate liberalization,diversified customer demand and stricter regulation,the banking industry faces increasingly severe challenges in operation and management.With the continuous development of the digital economy,contactless financial services are becoming more and more popular.Emerging Internet enterprises rely on convenient Internet financial services,which continuously erodes the traditional business of banks.In response to these challenges,the banking industry has promoted digital transformation to achieve high-quality financial development.As an important part of digital finance,mobile banking is the "main battlefield" for commercial banks to compete.How to gain advantages in the fierce competition market of mobile banking is the key research topic for commercial banks.In this paper,Guangdong Rural Credit union(hereinafter referred to as GDRCU)is selected as the research object.Guangdong Provincial Agricultural Commercial Bank is the largest bank in Guangdong province with the widest coverage and the closest service to agriculture,rural areas and farmers.In 2020,GDRCU completed the restructuring of rural credit cooperatives and the establishment of agricultural commercial banks,shaking off historical burdens and stepping into a new stage of development,and proposing to accelerate the transformation into inclusive banks,rule-by-law banks,local banks and digital banks.Mobile banking carries the responsibility of the digital transformation and development of GDRCU business,and is the support of the new development strategy of GDRCU.Due to the late development of mobile banking business of GDRCU,under the background of highly homogeneous mobile banking product functions,how to optimize mobile banking product functions and user experience,formulate effective marketing strategies,and improve the ability of mobile banking to obtain customers and live customers has become an urgent problem for GDRCU.In this paper,relevant theoretical knowledge of marketing management is used to conduct in-depth research on the marketing strategy of GDRCU mobile banking business.Based on the analysis of the current situation of mobile banking business,this paper analyzes the problems existing in GDRCU’s mobile banking business from four aspects: market segmentation,products,marketing channels and service process.The macro environment of mobile banking business is analyzed using PEST tool,and the micro environment of mobile banking business is analyzed from three dimensions: the internal environment of the enterprise,the competitive environment and the consumer.Based on the macro environment and micro environment of mobile banking business,this paper analyzes the opportunities and threats,advantages and disadvantages of mobile banking business by SWOT model,clarifies four development directions,and finally determines that GDRCU mobile banking business should choose SO strategy to give full play to its advantages and grasp the development opportunities.On this basis,the STP theory of marketing mix is used to carry out market segmentation,target market selection and market positioning of customer groups,and determine the target market as seven urban and rural customer groups.The market positioning of mobile banking business is clarified from three aspects: brand positioning,product function positioning and business integration positioning.After determining the target market and market positioning,this paper uses the 7Ps theory to formulate the marketing mix strategy of mobile banking business--high-quality products,differentiated prices,diversified channels,flexible promotion,professional personnel,visual experience,and good service.Finally,in order to ensure the effective implementation of the marketing strategy of mobile banking business,the safeguard measures of the marketing strategy of mobile banking business are formulated from the four aspects of organization,human resources,system and technology. |
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