Mobile Community Inclusive Finance: Demand analysis and promotion strategy

摘要

Rapid growth of mobile internet customers, flourish of mobile payment and transformation of traditional physical community finance towards mobile community bank create a good external environment for the development of mobile finance. Customer demand promotes rapid development of mobile community inclusive finance. The analysis on composition of household consumption expenditures of residents shows that consumption expenditures around family daily life of community residents are closely related to mobile financial service. The analysis on demands for community inclusive finance subdivided based on mobile financial application shows that mobile banking users prefer online shopping, video, tourism and travel and users in first-tier, second-tier and third-tier cities prefer different application types. China needs to use "mobile finance + inclusive finance" product design and marketing plan according to market environment and customer demand features, shape "community bank + mobile finance" service channel, strengthen innovation of mobile financial products of mid- and low-end community residents, enhance risk control of mobile community financial service and promote long-term development of mobile community inclusive finance.