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Research Article Open access CC BY 4.0

The Influence of Digital Finance on the Marketing Management of Commercial Banks under the Support of Mobile Social Network

Can Huang, Jun Yao, Wencun Wang, Di Zhao

Asian Journal of Advanced Research and Reports · pp. 83–91 · Published 20 Jul 2024

10.9734/ajarr/2024/v18i8711

Abstract

The business model, application technology, and service scene of digital financial marketing business management of commercial banks should be transformed into digital form, and a digital and mobile digital financial marketing product service model should be formed to improve the marketing management effect. This should be done against the backdrop of digital finance and mobile social networks. This paper first discusses the fundamentals of commercial bank marketing management and the digital financial model of mobile social networks to examine the impact of digital and mobile marketing management on commercial banks. Second, it is suggested that mobile social networks and digital finance work together to better serve the needs of commercial banks' marketing services and operations. To that end, a mechanism model of digital finance for commercial banks' marketing management is implemented with the aid of mobile social networks. Finally, this paper examines the frequency with which commercial banks sell their service platforms to clients through the mobile social networks and the activities of digital finance in this area. According to the findings, commercial banks' mobile digital financial marketing has a low service rate but a significant number of active users. Mobile social networks and digital financial marketing tools that push financial products in accordance with consumer preferences can increase the effectiveness of marketing management.

Digital finance mobile social network commercial bank marketing management user activity

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