摘要
近年来,手机银行高速发展,用户规模与交易规模持续上升,许多银行将手机银行作为零售板块的“新战场”,期望通过手机银行的拉新促活来保持甚至提升零售银行的竞争力。针对获客、用户留存、资金留存、数据反哺这一营销闭环,手机银行采取了扩充交易场景、加速平台迭代以及拓展产品矩阵等一系列措施提升用户留存与转化。但经历了前期的“野蛮增长”后,叠加国内流量红利见顶的大背景,手机银行现阶段也遭遇了增长瓶颈。针对这一问题,本文从手机银行自身的营销闭环出发,提出了打造自身产品独特定位、加大技术成本投入、加强渠道融合、创新营销模式以及联合研发的措施。
In recent years,with the rapid development of mobile banking,the user scale and transaction scale continue to rise,many banks regard mobile banking as a new battlefield in the retail sector,hoping to maintain or even enhance the competitiveness of retail Banks through the promotion of mobile banking.Aiming at the closed marketing loop of customer acquisition,user retention,capital retention and data feeding,mobile banking has taken a series of measures to enhance user retention and transformation,such as expanding transaction scenarios,accelerating platform iteration and expanding product matrix.However,after experiencing the barbaric growth in the early stage,the dividend of domestic traffic peaked,mobile banking also encountered the bottleneck of growth nowadays.In view of this problem,starting from the marketing closed-loop of mobile banking itself,this paper proposes several measures such as creating its own unique product positioning,increasing technical cost investment,strengthening channel integration,innovating marketing model and joint research and development for the marketing dilemma of domestic mobile banking.
作者
周雅倩
乔菲
周子南
Zhou Yaqian;Qiao Fei;Zhou Zinan(Business School of Renmin University of China,Beijing 100875,China;School of Police Political Work and Administration,People’s Public Security University of China,Beijing 100038,China;Shenzhen NianNianKa Network Technology Co.,Ltd.,Shenzhen Guangdong 518055,China)
出处
《未来与发展》
2020年第2期32-35,共4页
Future and Development
关键词
食品安全监管体系
食品履历追溯
全国管理信息平台
mobile banking
marketing closed loop
growth bottleneck
marketing dilemma
channel integration
joint research and development
