Research On Mobile Banking Marketing Strategy Optimization Of TB Branch Of China Construction Bank

With the development of mobile communication technology,the popularization of mobile smart terminal devices and the coming of 5G era,mobile banking,as a product of the combination of financial services and modern technology,has greatly changed people’s lives with its powerful service functions.At the same time,as an electronic channel that can provide customers with convenient financial services,the development prospects of mobile banking are very broad.However,with the launch and rapid development of mobile banking by various commercial banks and the rapid rise of third-party Internet platforms,customer resources and market share have been greatly occupied,and the development of mobile banking has encountered great competition and threats.How to survive in the intense competition environment,how to improve the competitive advantages in the industry,and how to carry out effective mobile banking marketing strategies have become the problems that need to be urgently solved by various commercial banks.Taking the marketing strategy of mobile banking of Construction Bank TB Branch as the research object,this paper first expounds the development history of mobile banking of Construction Bank TB Branch,analyzes its marketing status,and analyzes the macro environment and its advantages and disadvantages,opportunities and threats of marketing with PEST and SWOT analysis tools,providing theoretical support for optimizing its marketing strategy.Secondly,based on the survey data of the mobile banking usage of Construction Bank TB Branch customers,the problems of mobile banking marketing are found,such as unclear target market segmentation,serious product homogenization,and unclear price advantages.Finally,corresponding marketing strategy optimization suggestions are put forward.The STP theory is used for market segmentation,target market selection and market positioning.The 7Ps marketing theory is used to optimize the marketing strategy of mobile banking of Construction Bank TB Branch from seven aspects: product,price,channel,personnel,promotion,process and tangible display.Meanwhile,corresponding security measures are formulated from three aspects: security assurance,fund assurance and personnel assurance.The study of this paper is conducive to the construction bank TB branch mobile banking to take the initiative in the fierce market competition,enhance the competitive advantage,expand the market share and obtain the customer resources.It can also be referred to by other banks with similar situations.