Cross-border Marketing Mode for Commercial Banks in Mobile Internet Era

Abstract

The mobile Internet era breaks the original closed business model and changes people's way of life and consumption. Cross-border marketing can open up new living space for enterprises or brands, and also can make brands glow with new vitality due to superimposed synergies. Taking commercial banks as the research object, this work discussed how commercial banks conduct cross-border marketing. Based on the necessity of cross-border marketing by commercial banks, the principle, which commercial banks should grasp cross-border marketing, was clarified. Combined with the characteristics of commercial banks, how to carry out cross-border marketing was clarified into four aspects: product cross-border, channel crossborder, promotion cross-border, and cultural cross-border.