Research Progress On Precise Marketing Strategies for Different Customer Groups based on Mobile Banking Data in the Banking Industry

Research Article
Open access

Research Progress On Precise Marketing Strategies for Different Customer Groups based on Mobile Banking Data in the Banking Industry

Han Xie 1*
  • 1 Bank of China Dangui Dajie Sub-branch    
  • *corresponding author cormac_xie@foxmail.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/20/20230220
AEMPS Vol.20
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-83-6
ISBN (Online): 978-1-915371-84-3

Abstract

For precise marketing, this article takes the existing payment method data of a bank's mobile banking as the research object, analyses the current situation of mobile banking, and sums up the basic information of customers who currently use mobile banking. Then the basic information of customers is subdivided into customer groups by gender, age, bank product holdings, and payment means to study the use of mobile banking. Through the research on the customers' holding bank products and payment at the current stage, put forward marketing strategy optimization suggestions. First, improve the convenience of using mobile banking, enrich product functions, and create unique mobile banking; Second, in terms of channel strategy, strengthen cooperation with third parties to improve the convenience of channels; Then, in terms of a promotion strategy, it is mainly recommended to adopt record precision marketing based on customer's common bank products; Finally, in terms of process strategy, establish marketing service standards and tracking feedback mechanism.

Keywords:

banking industry, mobile banking, precise marketing

Xie,H. (2023). Research Progress On Precise Marketing Strategies for Different Customer Groups based on Mobile Banking Data in the Banking Industry. Advances in Economics, Management and Political Sciences,20,354-362.
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References

[1]. Xiong Jun,&Army (2011). Practice and innovation of mobile banking business development in China and Europe and the United States Financial Forum, 16 (3), 64-67

[2]. Wu Yunquan (2019). Research on the optimization of retail business marketing strategy of Bank of China (Master's thesis, Minjiang University)

[3]. Xu Baocheng (2015). Foreign mobile banking: boost financial inclusion Financial Expo, (14), 54-57

[4]. Tian Lina (2021). Research on the transformation and development of traditional banking outlets operating mode under the background of Internet finance (master's thesis, Kunming University of Technology)

[5]. Yao Guodong,&Zou Xiaofan (2016). Research on the impact of mobile banking on traditional banks in the context of Internet finance Times Finance, (36), 107-108

[6]. Zeng Weilian, Li Yingxing,&Li Yang (2015). Africa's experience and enlightenment in developing mobile finance Financial Teaching and Research, (6), 39-42

[7]. Munyegera, G. K., & Matsumoto, T. (2014). Mobile Money, Rural Household Welfare and Remittances: Panel Evidence from Uganda. National Graduate Institute for Policy Studies, Japan, National Graduate Institute for Policy Studies, Tokyo Japan.

[8]. Ren Jingru, Tang Xiaojun,&Zhou Fang (2015). The experience of mobile banking in African countries and its enlightenment to China Western Finance, (1), 84-85

[9]. Zhang Qiliang, Dou Yusheng, Guangxing, Zhang Yuejuan,&Dong Yunjia (2010). Research on the development model of mobile banking North China Finance, (7), 23-25

[10]. Sun Fangtao (2021). Ping An Bank: continue to upgrade the Pocket Bank App to bring the ultimate user experience China Credit Card

[11]. Huang Di (2019). Research on Mobile Banking Marketing Strategy of Bank of China under Internet Finance (Master's Thesis, Jilin University)

Cite this article

Xie,H. (2023). Research Progress On Precise Marketing Strategies for Different Customer Groups based on Mobile Banking Data in the Banking Industry. Advances in Economics, Management and Political Sciences,20,354-362.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

ISBN：978-1-915371-83-6(Print) / 978-1-915371-84-3(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.icmred.org/
Conference date: 28 April 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.20
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Xiong Jun,&Army (2011). Practice and innovation of mobile banking business development in China and Europe and the United States Financial Forum, 16 (3), 64-67

[2]. Wu Yunquan (2019). Research on the optimization of retail business marketing strategy of Bank of China (Master's thesis, Minjiang University)

[3]. Xu Baocheng (2015). Foreign mobile banking: boost financial inclusion Financial Expo, (14), 54-57

[4]. Tian Lina (2021). Research on the transformation and development of traditional banking outlets operating mode under the background of Internet finance (master's thesis, Kunming University of Technology)

[5]. Yao Guodong,&Zou Xiaofan (2016). Research on the impact of mobile banking on traditional banks in the context of Internet finance Times Finance, (36), 107-108

[6]. Zeng Weilian, Li Yingxing,&Li Yang (2015). Africa's experience and enlightenment in developing mobile finance Financial Teaching and Research, (6), 39-42

[7]. Munyegera, G. K., & Matsumoto, T. (2014). Mobile Money, Rural Household Welfare and Remittances: Panel Evidence from Uganda. National Graduate Institute for Policy Studies, Japan, National Graduate Institute for Policy Studies, Tokyo Japan.

[8]. Ren Jingru, Tang Xiaojun,&Zhou Fang (2015). The experience of mobile banking in African countries and its enlightenment to China Western Finance, (1), 84-85

[9]. Zhang Qiliang, Dou Yusheng, Guangxing, Zhang Yuejuan,&Dong Yunjia (2010). Research on the development model of mobile banking North China Finance, (7), 23-25

[10]. Sun Fangtao (2021). Ping An Bank: continue to upgrade the Pocket Bank App to bring the ultimate user experience China Credit Card

[11]. Huang Di (2019). Research on Mobile Banking Marketing Strategy of Bank of China under Internet Finance (Master's Thesis, Jilin University)

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