Optimization On Marketing Strategy Of Mobile Banking For C Branch

In the era of rapid development of the Internet,mobile banking has become the focus of the digital transformation of banks.Banks use mobile banking to launch more convenient and diversified financial services to meet the needs of customers.Mobile banking is a very important means for Bank of China to achieve the goal of digital transformation and development.Strengthening mobile banking marketing is an important deployment for Bank of China to implement the mobile priority strategy and build a digital bank.With the development of The Times,the incremental dividend of the Internet is slowly decreasing,and the appeal of APP to users is gradually decreasing.With the advent of the post-APP era,the user growth of mobile banking APP of Bank of China is slowing down and the promotion is blocked.The development cost and promotion cost of the application are increasing,and the application is gradually lightweight.In the future,the APP may appear more integrated,digital and ecological operation platforms.Mobile banking will become the most important online application in the future,and the vigorous development of mobile banking has been regarded as an important development strategy of major commercial banks.Based on the investigation of mobile banking products of C Branch Bank of China,this paper analyzes the problems from the price,product,channel and promotion according to the 4Ps marketing theory,with starting from the macro environment of mobile banking marketing,industry environment and its own advantages and disadvantages based on its organizational structure,enterprise personnel and marketing mode.We found that the bank of China C branch mobile banking marketing problems include similar product function overlap,product login tedious,product function promotion,product preferential activities lack of regional characteristic pricing authority,advantage product high charge,online channel linkage marketing,business line linkage marketing,publicity,etc.We subdivide the target market of mobile banking,select the small market matched by the Bank of China,and formulate the 7 Ps service marketing strategy according to the target customer group of the Bank of China mobile banking.This paper puts forward by improving the product operability,optimize product function,realize product differentiation,differential pricing,set cycle pricing,optimize offline network marketing,combined with online channel marketing,improve promotion precision,strengthen advertising,develop integral promotion to improve customer use of mobile banking satisfaction.This paper is intended to gradually improve the marketing strategy of e-banking products.This paper aims to gradually improve the marketing strategy of e-banking products,and also puts forward the guarantee measures of marketing strategy,to ensure the smooth implementation of mobile banking marketing strategy,but also to provide reference experience for other banks.