Research On Optimization Of Network Marketing Strategy Of Mobile Banking Business Of Huaxia Bank Lanzhou Branch

With the promotion and popularization of mobile internet technology in various industries,the innovation of commercial bank products and services has shown new development trends,especially the use of advanced network technology by internet giants to occupy the dominant position in the mobile payment market,which has had a great impact on commercial banks,continuously eroding their online market and narrowing their profit margins.Commercial banks,based on counters,telephones The traditional marketing model of door-to-door visits can no longer meet the real needs of customers for timeliness,diversity and flexibility.All commercial banks are actively exploring and applying their own online marketing strategies to promote the development of mobile banking business.In order to meet the market demand quickly and conveniently,expand the diversified services of mobile banking,and reduce the degree of information asymmetry with customers,Huaxia Bank Lanzhou Branch must reform the marketing strategy of mobile banking,absorb new development concepts and marketing ideas under the background of rapid development of mobile network technology,base on the existing marketing system,innovate marketing methods,carry out mobile banking business network marketing,and consolidate the customer base,Realize cost reduction and efficiency improvement.This paper takes Huaxia Bank Lanzhou Branch as the research object.First,it analyzes the current situation of mobile banking network marketing of Huaxia Bank Lanzhou Branch.Combined with domestic and foreign marketing theories,through SWOT analysis,it re understands the strengths,weaknesses,opportunities and threats of Huaxia Bank Lanzhou Branch’s mobile banking business in the internal and external business environment.Thirdly,through the research on the segmentation market and target market of mobile banking of Huaxia Bank Lanzhou Branch,the network marketing market of mobile banking business of Huaxia Bank Lanzhou Branch is positioned.Furthermore,four major online marketing strategies were developed,including product innovation strategy,multi-channel strategy,promotion strategy,and customer relationship marketing strategy.Finally,the paper proposes the guarantee for the implementation of the network marketing strategy of Huaxia Bank Lanzhou Branch’s mobile banking business,and summarizes the full text.Through the research on the current network marketing of Huaxia Bank Lanzhou Branch’s mobile banking business,it is helpful to change its existing marketing thinking and mode,improve customer experience from enriching mobile banking business scenarios,establish customer reputation,and improve product and brand awareness with diversified social media,finally form a stable customer group,and constantly collect stock customer feedback and new customer needs,Improve the financial products and scenarios required by the target group,narrow the gap with advanced banks,and obtain more development opportunities.