Research On Marketing Strategy Of Mobile Banking For Bank Of China Jilin Branch

With the emergence of smart phones and the rapid development of Internet technology,China’s mobile banking business has also ushered in a new stage of development.Since 2000,the mobile banking business has experienced several generations of technologies such as SMS,STK,USSD,BREW,WAP,and finally reached the current APP banking and micro banking stage.Nowadays,mobile banking has more and more functions and more scenarios.Banks need to constantly improve the security and ease of use of mobile banking system and improve customer experience to meet customers’ needs for fast,safe and convenient financial services.This requires the bank to carry out a lot of technical research and development and talent training,and constantly introduce and promote new technical means to maintain its competitiveness in the market.At the same time,banks also need to constantly improve their digital level to adapt to the rapid development of the digital economy.In short,expanding the market share and customer utilization of mobile banking applications is an important development strategy of banks in the 5G era.This paper takes the mobile banking business of Jilin Branch of the Bank of China as the research object,analyzes in detail the current marketing situation faced by Jilin Branch when marketing mobile banking to customers,and finds out the problems in the marketing process according to the analysis results,and then analyzes the macro and micro environment of the mobile banking business of Jilin Branch of the Bank of China,and finally to ensure the smooth implementation of the marketing strategy,We have also formulated safeguard measures for it.The research results show that when the Bank of China Jilin Branch is marketing mobile banking,it is facing such problems as unclear target market,serious homogenization of product functions,and low market price.In order to solve the above problems,this paper develops a marketing mix strategy for them.Firstly,the STP theory is used to roughly divide the user market of mobile banking from three aspects: age,education background and income;Then select the target market and market positioning.Use the four aspects of 4P theory to formulate marketing mix strategies,such as: improving product differentiation,strengthening innovation,etc.Finally,in order to effectively ensure the smooth implementation of the mobile banking business marketing strategy of Bank of China Jilin Branch,four safeguard measures have been improved.Based on the analysis of the current situation of mobile banking marketing in Jilin Branch of Bank of China,this paper draws the conclusion that Bank of China can use its own brand advantages and continuous progress in technology to improve functional innovation,strengthen marketing efforts,fully reflect the advantages of mobile banking business,and achieve stable growth of mobile banking market share.I hope it can bring some thoughts to the banking industry to continue to develop mobile banking business in the future,and provide effective strategic suggestions for bank managers to realize the sustainable and healthy development of mobile banking business.