The Analysis of Influencing Factors and Promotion Strategy for the Use of Mobile Banking

The main factors that influence the mobile banking’ s promotion are specifically analyzed based on the three-factor theory, namely the external environmental factors, internal factors of consumers and marketing factors. It can come to a conclusion that culture, perception of risk, marketing factors are the three main factors that affect mobile banking’ s marketing. Then the effective countermeasures are put forward as well in the paper.