The Internet Strategy Research In Retail Financial For Bank Of Dalian

This article takes the retail business development of Bank of Dalian as the foothold and analyzes the marketing strategy of Bank of Dalian which is combining its retail business with Internet from four aspects (product, price, channel and promotion) according to Jerome McCarthy's 4Ps theory under the background of Internet finance's rapid development. Choosing Bank of Dalian as a model of city commercial bank, this article analyzes how its retail business utilizes the booming mobile Internet technology to complete the transformation from previous extensive operation to the delicacy management and provides a new idea for other city commercial banks to conduct the Internet-enabled transformation facing the macro economic downturn and the business development frustration. The article starts from the historical background of Bank of Dalian and introduces its development process and the problems this bank encounters in this process. For example, in order to operate stably and spread risks, Bank of Dalian sets the retail business as the transformation objective and makes it the new profit growth point. Through the contrastive analysis of the advantages and advanced experiences internet enterprises possess to conduct financial business, this article puts forward a method which is using the Internet thought to accomplish internet packaging from the product, price, channel and promotion on the basis of marketing, management and communication theories. It mainly includes the following aspects: the first one is to analyze the new normal performances of consumers'purchase behaviors under the influences of the culture, society and personal factors in the mobile Internet era according to theory of consumer's behavior. In the meantime, use Maslow's hierarchy of needs and Herzberg's Two-Factor Theory to analyze consumer behaviors and application rules of marketing strategy formulation. The second one is to utilize the differentiation strategy to establish brand positioning. To establish a brand image which is different from other bank's image from personnel, channel, image and service is conducive to improving the brand energy of the bank. The third one is to strengthen the cooperation with well-known internet enterprises and use their market recognition and market share to enhance the construction of online channels. The fourth one is to formulate the brand publicity and promotion activity which possess unified images and make sure that the brand value can be propagated in a good way. Besides, utilize mass media, especially the new media to manage public relations. The fifth one is to enhance the customer management, especially the excavation of customers'transaction data, personal preferences and connectional demands. In addition, to reinforce the cross marketing of cross-industry cooperation, improve banking services'function and level and enhance the user stickiness.The contribution of this article is that it uses the internet thought to put forward a set of product strategies which include the customer orientation, market segmentation, product design, process reorganization, marketing, media publicity, customer management and value-added services and provide a new thought for city commercial banks'transformation to service-oriented, sci-tech-oriented and user-friendly retail banks. It makes city commercial banks transform thinking pattern, focus on customers and truly realize the transpositonal consideration from the product design, marketing mode, organizational structure and operation procedure. With the goal of sparing no effort to enhance user experience, these banks learn the service philosophy of internet financial enterprises, utilize the social media, instant messaging tools and platforms to conduct the real-time communication with customers and absorb featured products and services into their long-term strategic planning. The new social media which is generated because of the mobile internet possesses features of shorter arisen time, more patterns and faster renewal and has better effects than the traditional media in practical applications. This article dissects the new media's operational modes in financial products marketing and effects and provides a new thought for banking industry marketing. Its content is close to the real life and possesses strong practical guiding significance.