Mobile banking marketing plan

Part 1: Mobile banking marketing plan

China Construction Bank Mobile Banking is a new generation of banking services based on the mobile communication data service platform. It relies on the 3A advantage of wireless communication technology to be applied to the financial business, extending the bank counter to the customer's mobile phone, allowing customers to truly enjoy the “anytime, anywhere transfer transaction, It is convenient and fast to manage financial resources across time.

First, the environmental analysis of network marketing

The Internet has a strong influence on the Chinese economy. Business elites in China and overseas are now working with the Chinese government to develop Internet infrastructure and integrate Internet technology into the structure of Chinese corporate life. According to forecasts, changes in bank regulations that encourage consumers to use credit cards will lead to a broader expansion of e-commerce.

The 22nd report of CNNIC shows that the scale of Chinese netizens continues to show a trend of sustained and rapid development. As of the end of June 20XX, the number of Internet users in China reached 253 million. At the end of 20XX, the number of Internet users in the United States was 218 million. According to the growth rate of Internet users in the United States in recent years, the number of US Internet users will not exceed 230 million at the end of June 20XX. Therefore, the size of Chinese netizens has leapt to the first place in the world. Compared with the same period of last year, it has increased by 91 million. In the first half of 20XX, the net increase in the number of Chinese netizens was 43 million.

In terms of basic information resources, the number of websites is 1.919 million, with an annual growth rate of 46.3%. The increase in the number of websites indicates that China's Internet information resources are more abundant. Netizens rated 3.54 points for "I feel that my daily life is inseparable from the Internet." Most netizens are used to having Internet in their lives. Only a small number of Internet users "feel sometimes indulged in the Internet" scored 2.5 points.

In view of the above data, Internet marketing is the key to promoting products!

Second, CCB mobile banking features and functions

CCB’s mobile banking is the earliest and the technology is relatively mature. It is also very convenient to use, and can complete the business activities of payment, wealth management and stock market transfer. And now the new mobile phone to mobile phone transfer function, do not need to know the other bank account number, as long as you know the mobile phone number can be transferred, and the handling fee is 30% off the counter. CCB Mobile Banking is the industry's leading new generation of mobile banking services. It is characterized by convenience, speed, functionality, security, and quick application. ? Out-of-the-box, personal service

CCB Mobile Banking will be in sync with you in the era of “out-of-the-box” banking services. Let you enjoy the CCTV 7×24-hour personal financial service anytime, anywhere, which is the bank you carry with you.

Feature-rich, fast transaction

CCB Mobile Banking not only includes basic financial services provided by physical business outlets, but also mobile phone stock market, gold trading, government bond trading, foreign exchange trading, bank transfer and other investment and wealth management services that keep up with market trends, so that you can control the market and accumulate from time to time. wealth.

Advanced technology, safe and reliable

With CCB Mobile Banking, you have the safest electronic trading channel. It uses the most advanced encryption methods to keep your information secure and establish the binding relationship between mobile phone number and customer information to ensure the security and reliability of the transaction.

The application is fast and the procedure is simple. You only need to log in to the mobile banking or CCB website, and you can simply enter the required elements at one time, and you can become the CCB mobile banking customer, enjoy the inquiry, payment and other services provided by the construction behavior; or just visit the business. Network outlets, after signing a successful contract, you can enjoy comprehensive mobile banking services; CCB.com's Silver Shield customers can achieve multi-channel interactive signing without leaving home.

Third, marketing promotion program

1. E-mail marketing promotion

The 22nd report of CNNIC shows that the usage rate of e-mail has reached 62.6%.

Mailbox has become a communication tool for every netizen. Every time you open a mailbox, you will receive E-mail from a stranger. Although many netizens are afraid to open the mail because of the impact on the mail virus, they can see it every time they enter the mailbox. Advertising, the brain has been deeply impressed, and we should write the title of the mail vividly, so as to attract netizens to open the mail, which has the effect of product promotion.

2, online music advertising marketing promotion

The 22nd report of CNNIC shows that the online music usage rate is 84.5% and the number of users is 214 million. It is undoubtedly a good choice to put advertisements on the online music library page.

3. Advertising idolization

The ages of the E era are generally young, and the stars with youth, vitality, and individuality have a strong affinity for people. It is a good strategy to choose the star that E era advocates as the product image spokesperson. The image of the product can also be deeply rooted in the hearts of the people.

4, search engine

Search engine sets for online marketing are divided into the following points:

Free login category

Search engine optimization

Keyword ad

Keyword ranking

Web content targeting ad

Link CCB's mobile banking information website to the world's most famous search engines, such as YAHOO, INFOSEEK, Sina.com and other websites, and search for your website, industry, product, company name, region, etc.

Building a mobile banking is for the user, not for yourself. This is the most important lesson: your mobile banking is for your users, not for yourself. They use your bank with purpose, and your job is to help them achieve these goals. So, focus on what the user needs to do, not what you want to express. If you want to attract visitors, you must first meet their needs. The more specific the requirements, the more efficient your solution will be and the more visitors will come.


Chapter 2: Mobile Banking Marketing Plan

Background introduction:

On July 8, 20XX, China Merchants Bank officially launched the enterprise mobile banking product in China, which is the first mobile financial service provided for enterprise mobile commerce operations in China. It is reported that the first time that China Merchants Bank Mobile Bank introduced emerging technologies such as cloud computing and 3G mobile communications, it can realize business mobility authorization and information transmission. The person in charge of the cash management department of China Merchants Bank said that the launch of the business filled the lack of financial elements in the mobile commerce operation of the enterprise, and also marked that the banking industry entered the era of new mobileization after realizing the electronic channel. Marketing target:

China Merchants Bank's mobile banking introduces emerging technologies such as cloud computing and 3G mobile communications to realize business mobility authorization and information transmission in business coverage. Fully integrated enterprise mobile banking includes full-time account management, mobile payment settlement, mobile investment and financing, and full-time E-commerce, personal finance assistants, five business categories; the first to achieve payment, internal transfer, on behalf of withholding, self-service loans, foreign exchange trading, business cards and gold transactions, more than 20 business mobile processing and real-time query

SWOT analysis

1 advantage

China Merchants Bank Enterprise Mobile Banking is the world's leading new generation mobile banking service, convenient, fast, functional, safe and reliable. This is the first mobile financial service provided for enterprise mobile commerce operations in China. The advent of corporate mobile banking marks the banking industry entering a new era of mobility. Once the mobile phone is reported to stop, the mobile banking is suspended; if you log in to the bank website or go to the store, you can also suspend or cancel the mobile banking service. 2 disadvantages

China Merchants Bank's enterprise mobile phone is a newly developed business. Many executives of the company do not know much about this business and have few users. There are 4 ways to open the construction bank users, including self-service through mobile phones, online banking, CCB website or business outlets. The opening method of China Merchants Bank users is basically similar to the above method. The easiest way is to directly bind the mobile phone number to the bank account on the mobile phone.

3 Opportunities in the Competitive Market The prospects for the development of mobile banking in China Merchants Bank are very broad and there are many potential users.

4 threats

At the same time as China Merchants Bank's mobile banking promotion, other banks are also promoting this business, with many competitors.

Marketing channels:

Distribution channel

Financial products have the simultaneity of provision and distribution, and generally face customers directly. Therefore, setting up a distribution network is the earliest and most popular marketing channel for commercial banks. Reasonably setting up branches and business outlets is particularly attractive for attracting customers and developing retail business. important. At present, in the increasingly fierce market competition, the choice of location is very important. Choosing a good location for a commercial bank is tantamount to advertising itself, an invaluable asset for achieving marketing goals. Therefore, “the potential of an ideal location is twenty times that of an unfavorable location.” In the long-term business development of commercial banks, the following two models are most widely used in site selection based on economic environment and other factors.

Vigorously expand the network function

At present, many grassroots outlets of commercial banks in China are still single-function depositories, which can only accept customers' deposits. In the future, China's commercial banks should vigorously expand the business scope of grassroots outlets and actively handle consumer loans and agency receipts. Paying, managing money, credit cards and foreign currency exchange, etc., to promote the development of personal financial services.

Promotion strategy:

Advertising and promotion: establish a good bank image, establish the personalized characteristics of the bank, establish a customer's sense of identity with the bank, guide employees to better serve the customer, assist the marketing staff to work better, aim at the introduction, and aim at persuasion. Reward as a goal.

Personnel sales: direct contact between sales personnel and customers, and direct information to customers through face-to-face communication. Make customers aware of the bank's products and services. Increase the likelihood that a product or service will be purchased first. Negotiate prices and other conditions with customers,

Complete the transaction, provide after-sales service to the customer, and strengthen the confidence of the customer.

Bank Public Relations Promotion:

Promote the image of the bank through the news media.

Expand your visibility with social celebrities and well-known groups.

Actively participate in and support social welfare undertakings.

Proactively keep in touch with customers, including verbal communication and written communication.

Business promotion: flexible and diverse, easy to attract customers, stimulate interest, short-term effects are obvious.


Chapter 3: Mobile Banking Marketing Plan

In marketing, SWOT is an essential analytical method for any scenario. Today, Xiao 5 is here to ask you, do you know about the campus marketing plan of CCB Mobile Banking? Below, Xiao 5 will tell you how to apply SWOT analysis to the program. Of course, this is only a reference. For many XX students, especially those who have not studied marketing courses, These look still a bit difficult. Therefore, the requirements of our competition for everyone are creative and post-creative promotion programs, we will focus on this consideration. The previous analysis can be relatively simple. But when your team has ideas and ideas, you must prove the feasibility, and you must have effective and effective promotion programs~~

S [advantage]

1. CCB Mobile Banking has mobile banking, mobile payment, mobile e-commerce and other functions. It is a mobile financial service that supports real-time online transactions. Compared with other mobile banking companies, CCB Mobile Banking has the characteristics of “National Open, National Roaming, 24-hour online, full-featured support, menu-based operation, and high security”. No matter where the customer is in the mobile banking business, mobile roaming can be used at any time throughout the country to meet the customer's demand for banking services to the utmost extent;

2. CCB Mobile Bank adopts a complete security system, which has an independent transmission system and the most advanced encryption method: the mobile operator and the bank server private line are connected to ensure that information is not leaked during transmission; SSL3 is adopted. .0 TLS1.0 security standard, the end-to-end encrypted data transmission method is adopted throughout. Before the transaction data is transmitted, the mobile terminal must establish a secure channel with the mobile banking server. The bank data is encrypted when it is transmitted from the mobile phone. The bank data in the whole process is encrypted and transmitted, effectively avoiding the hacker's network. Attacks ensure the security of customer transactions and account funds.

W disadvantage

1. Other banks have also launched mobile banking services, which are more competitive;

2. The student does not know or understand the product;

3. Students’ awareness of protecting their assets is not high;

4. The limitations of the phone itself.

5. Under the current political environment to a certain extent, one of the bottlenecks restricting the development of CCB's mobile banking is the legal environment. Mobile banking is a new thing. Most countries do not have matching laws and regulations to adapt to it. Therefore, banks are basically unable to rely on mobile banking services. The validity of the agreement reached by the customer through the electronic medium is still uncertain. The rights and obligations of the customer are not clear in terms of customer information disclosure and privacy protection;

O opportunity

1. In the face of other banks, mobile banking is also launched accordingly. CCB can occupy the market through excellent services. Quality service is an important way to attract and retain customers. Taking good service measures, attracting new customers while attracting new customers, opening VIP members, according to the concept of different marketing cases for different customer groups, different service groups should have different service measures;

2. Breakthroughs in traditional business and traditional Internet limitations, as well as innovations in business models and innovations in business issues;

3. Strengthen cooperation with mobile phone manufacturers to achieve a win-win situation.

T threat

1. The mobile banking network has security risks, the rights and interests of customers may be violated, and even the national financial and economic structure is paralyzed;

2. Competition from other banks' mobile banking;

3. The electronic banking business has defects in its management structure;

4. Countermeasures: Strengthen the monitoring of the operation of CCB's mobile banking network, learn from and learn from foreign advanced mobile banking network management mechanisms, hire professional and technical personnel with high salaries, and take precautionary measures in advance to improve the management system of CCB's mobile banking.