Research On Mobile Banking Marketing Strategy Of Bank Of China Branch B

Bank of China Branch B has nearly 40,000 mobile banking users after more than ten years of development.Bank of China launched the latest mobile banking app 7.0 version in 2021,with four financial scenarios,and achieving industry leadership in products and technologies.With the continuous popularization of 5G network and the rapid development of Internet technology in China,the digital process of banks has been upgraded and accelerated.In addition,the outbreak of epidemic normalization has highlighted the online advantages of mobile banking.As the main channel and core product of banks,mobile banking has gradually become a "super platform" serving hundreds of millions of retail customers.However,compared with the local large state-owned commercial banks,Branch B is lagging behind in terms of the number of new customers,active customers and business development.Although Branch B has made efforts to seize the digital function layout and create the functional diversity of mobile banking,its diversification of customers and deep marketing reach need to be further improved.This study took the mobile banking marketing strategy of Bank of China Branch B as the research subject,comprehensively surveyed the mobile banking business development and user status of Branch B,adopted semi-structured interviews and questionnaires,to deeply analyze the problems in the mobile banking marketing process of the branch:serious product homogeneity and revealing advantages and functions,low utilization rate of traditional discounts and 2 lack of hierarchical and classified marketing,neglected marketing activities and management,and slowly increasing customers number.Then the causes of the above problems are analyzed from product characteristics,marketing strategies,market channels and management systems.The PEST analysis method is used to study the external marketing environment,and the Porter Five Forces Model is used to analyze the five influencing factors of competitors,potential competitors,substitutes,suppliers and buyers in the same industry.The SWOT analysis method is used to analyze the strengths,weaknesses,opportunities and threats in the marketing environment.Combined with the current marketing situation and existing problems of Branch B,through market segmentation,target market and market positioning,the marketing strategy system suitable for Branch of Bank of China:product strategy,price strategy,channel strategy and promotion strategy is formulated based on STP and 4PS marketing theory.Finally,it is proposed to strengthen and improve the product functions and continuously optimize the scene construction;pay equal attention to technical collaborative marketing,and start the online and offline mode at the same time;innovate multiple marketing models and strengthen brand channel promotion;strengthen cooperation with group customers and emphasize on talent reserve project;establish the security mechanism and strengthen the construction of professional teams,striving to provide a strong implementation for the mobile banking marketing strategy of Branch B.