Research On Rural Marketing Strategy Of Mobile Banking Of Rural Commercial Bank

With the rapid development of Internet finance and the increasing popularity of intelligent communication terminal equipment,the transition from offline finance to online finance has become an inevitable development trend for traditional commercial banks.Commercial banks carry out business model innovation.Mobile banking takes mobile financial services as an entry point,and has become the tentacle for various commercial banks to transform online,and it has become the most competitive place.At present,the development of mobile banking in my country is uneven.Most banks set the target of mobile banking promotion to urban residents,while ignoring the development of mobile banking in rural areas.Research experience at home and abroad shows that the promotion of mobile banking in rural areas is very promising,which can improve the coverage of rural financial services,reduce the cost of rural financial services,achieve the goal of rural financial inclusion,and promote the construction of inclusive finance in rural areas.This paper takes the promotion strategy of rural commercial bank mobile banking business in rural areas as the research object,and analyzes the development status and problems of rural commercial bank mobile banking.Based on the 4P theory and 4C theory,it has formulated a marketing promotion for rural markets from four dimensions: product and consumer,price and cost,channel and convenience,and promotion and communication.strategy,and finally put forward suggestions on the implementation of marketing promotion strategies from specific promotion measures and implementation guarantees.