Abstract in the marketing environment. Combined with the current marketing situation and existing problems of Branch B, through market segmentation, target market and market positioning, the marketing strategy system suitable for Branch of Bank of China: product strategy, price strategy, channel strategy and promotion strategy is formulated based on STP and 4PS marketing theory. Finally, it is proposed to strengthen and improve the product functions and continuously optimize the scene construction; pay equal attention to technical collaborative marketing, and start the online and offline mode at the same time; innovate multiple marketing models and strengthen brandchannel promotion; strengthen cooperationwith group customersand emphasize on talent reserve project; establish the security mechanism and strengthen the construction of professional teams, striving to provide a strong implementation for the mobile banking marketing strategy of Branch B. Key words: Marketing strategy; Mobile banking; 4PS marketing theory；Bank of China; III 目录 1 绪论 ......................................................................................................... 1 1.1 研究背景 ........................................................................................... 1 1.2 研究意义 ........................................................................................... 1 1.3 研究内容 ........................................................................................... 2 1.4 研究方法 ........................................................................................... 3 1.5 论文框架 ........................................................................................... 3 2 理论基础与文献综述 ............................................................................ 5 2.1 基本概念 ........................................................................................... 5 2.1.1 手机银行的基本概念 ..............................