| In recent years, with the continuous growth of the incomes of China’s urban and rural residents, the financial awareness is gradually formed. In view of that, commercial banks have released a good deal of financial products, and the scale of financial products expands rapidly.With the coming of Internet age, "Internet+ finance" has become a new mode of financial, and gets a large market share rapidly, the traditional commercial banks also input much resource in the Internet banking,the products are also richly.A lot of domestic and overseas experts have madea lot of fruitful research in the field of Internet banking, andgot a lot of valuable research results.In the Internet age, the traditional commercial banks face a lot of challenges and opportunities.Commercial Banks must improve the existing marketing model, make the bold innovation, give full play to their advantage with the tools of the Internet and break through the original thinking and make changes on the product, channel, pricing and promotion strategies. To be ahead of time and the competitorsin the Internet age to carry on the layout, so as to keep the original advantage in the Internet financial period.This thesisuses the principle of inductive deductive method, at first analysesthe current development of Internet from a macroscopic view, and then studies the current situation of the development of Internet banking and A bank shandong branch financial products status.Through a concrete analysis of financial product marketing situation of A bank shandong branch, find out the advantages and disadvantages through "4Ps" theoryand give some recommedations on improvements.Finally, based on the analysis of the opportunities and challenges which A bank shandong branch faces, we will comprehensively apply marketing mix theory, marketing environment analysis theory and market segments and target market strategy theory, combined with the actual situation, and finally bring out some recommendations. |
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