A Research On Internet Marketing Strategy For XY Bank In Personal Financial Services

In recent years, as the economy continues developing, China has entered the era of management on asset and wealth. Traditional bank deposits can’t meet the needs of the residents who want to maintain and increase the value of assets. At the same time, it is difficult for the residents to obtain stable high yield from the confusing stock market, funds, real estate, due to the impact of national financial regulation and the lack of financial knowledge and expertise. Commercial banks have become the most important choice for the majority of domestic investment and financing by virtue of their long-term accumulation of credit, the distribution of a wide range of outlets, and the main financial products sales target. Till December of 2015, China’s Internet users amount to 0.688 billion. As the trend of Internet marketing is overwhelming, the Internet has become the most popular channels which are widely chosen by the enterprises. With the rapid development of Internet finance, the Internet banking service has formed a huge impact on the bank’s personal financial services, and “Alipay” is the representative of Internet banking service. The study of Internet marketing in personal financial services is of great significance for XY bank to promote the development of personal finance service and enhance market share.The personal financial services of XY bank is quite mature, as the traditional business of which is approved as the first joint-stock commercial banks by the State Council and People’s Bank of China. On the Internet marketing in personal financial services, XY bank has problems to be solved. This thesis is aimed at analyzing the macro environment and competitive environment of XY bank’s Internet marketing in personal financial services, carries out the necessity of the Internet marketing in personal financial services and analyze the existing problems. This thesis also states the strategy designed For XY bank to carry out the Internet marketing in personal financial services, researches the general idea, designs strategy and the specific implementation of the Internet marketing, researches the evaluation of the effect of Internet marketing and the evaluation system of procedures and the index.This thesis includes seven parts. The first part discusses the background and significance of the research, discusses the current research status of bank personal financial service marketing and Internet marketing research, research direction and content, introduces the research structure and research methods and innovation; the second part of this thesis defines the concepts of personal financial service, Internet marketing, Internet marketing strategy, states direct marketing theory, integrated marketing theory, relationship marketing theory and Internet soft marketing theory and other basic Internet marketing theory and lays the specification and theoretical foundation for the following content; the third part introduces the basic situation of XY bank and the basic situation of the personal financial service of XY bank, analyzes macro marketing environment of XY bank’s Internet marketing in personal financial service using PEST model, analyzes the competitive environment of XY bank’s Personal financial service using Potter’s five forces model, analyzes the environment of XY bank’s Personal financial service from the external perspective; the fourth part analyzes the necessity of XY banks to develop Internet marketing in personal financial service, discusses the status of XY bank’s Internet marketing strategy, analyzes the existing problems of the Internet marketing in the personal financial services; the fifth part researches the XY bank’s design of personal financial service of Internet marketing aiming at solving the problems above, which includes the XY bank’s target market strategy of Internet marketing in personal financial service, combination design of marketing strategy and implementation method of Internet marketing strategy, researches the effect evaluation of Internet marketing strategy for XY Bank in personal financial services; the sixth part of the thesis researches the indemnification of Internet marketing for XY Bank in personal financial services from the aspect of marketing concept, customer relationship management, Internet marketing team, internal coordination mechanisms and performance evaluation system; the seventh part is a summary of the full text of this research, it proposes the ideas of the further research, and lays solid foundation for it.