Research On Marketing Strategy Of Mobile Banking Business Of H Branch Of China CITIC Bank

At present,Internet finance is moving forward at a rapid speed,and commercial banks have also achieved a vigorous development,gradually transforming from a single offline channel to an online online-to-offline integrated channel,for the transformation of business model has an effective role in promoting,so that the needs of customers have been effectively met for the development of international economic integration.How to make accurate marketing strategy and effectively improve the market share and customer resources is one of the common problems for all the major commercial banks at present.Taking the h branch of CITIC Bank as an example,this paper studies the marketing strategies currently used by CITIC Bank,and uses mobile banking to carry out data mining to sort out and statistics various characteristics of customers,to implement accurate customer segmentation and market positioning,so that CITIC Bank h branch effective implementation of precision marketing strategy.Firstly,the meaning of precision marketing is analyzed systematically,and the customer segmentation and market positioning in precision marketing are expounded concretely.By using various research methods,such as literature research method,especially STP theory and 7P marketing theory,for the mobile banking business of h branch of CITIC Bank,this paper analyzes the existing problems and their causes from six aspects: mobile banking customer database,mobile banking channel occupancy rate,mobile banking customer segmentation status,mobile banking marketing goals,customer response rate and mobile banking marketing strategy status.Finally,CITIC Bank h branch solves the problem from three aspects: the construction of big data platform,the market positioning strategy based on clustering results,and the accurate marketing strategy based on clustering results.The marketing strategy for high-end customers is to establish a targeted service team,and the marketing strategy for middle-end core customers is to recommend the corresponding banking business according to the level of risk tolerance The marketing strategy for young and enterprising customers is to encourage their credit card consumption and recommend electronic banking products;the marketing strategy for potential customers is to take advantage of marketing opportunities and discuss business needs with customers in depth,the marketing strategy for active customers is to set up a relevant page in the mobile bank and push customers to carry out corresponding evaluation and feedback on the product,attract more customers to open mobile banking and experience products.