| The very traditional developing mode of finance has reached its bottleneck,but a deep integration of finance and Internet has been the growing trend of this time.The challenge occupying China Merchants Bank Jinan Branch(hereinafter referred to as CMB Jinan Branch)is how to maintain customers,improve market share,and strengthen the unique competitive advantage under the environment of Internet Finance.Based on the systematically analyzed marketing theory and application tools,the paper analyzes the marketing environment including macro environment,industry environment,internal resources and ability analysis.Afterwards the paper summarizes opportunities,threats,advantages and disadvantages CMB Jinan Branch faced with,and points out the problems in marketing.Then the paper points out that what must be taken into consideration is how to solve the problems above-mentioned,how to promote competitiveness,how to persist in the course of sustainable development.In addition,the paper works out a proper marketing strategy including product strategy,price strategy,place strategy and promotion strategy.At the same time the paper also works out the method to carry out the marketing strategy by putting product innovation,risk mechanism,manpower,channels,internal organization structure and resource allocation all together.At the end the paper proposes a diversified marketing strategy and points out a proper way to strengthen competitiveness under the environment of Internet Finance by putting diversified marketing strategy,customer experience,big data,and product system service system together.Firstly,the paper compares CMB Jinan Branch with other banks in this region based on marketing theory.Secondly,it analyzes the target market by using the method of theory combining with practice.Thirdly,the paper works out a market segment by using the method of target market strategy and points out the marketing strategy that strengthen competitiveness and make a proper security system which can meet the needs of customer service system by using 4P marketing strategy.Finally the paper explains how to focus on customers,how to stay ahead and how to help CMB Jinan Branch to do a transition based on the above-mentioned strategy.From the perspective of theory and practice the ideas mentioned in the paper is helpful to CMB Jinan Branch under the current background.The Internet Finance marketing strategy which draws onthe experience of marketing theory mentioned in the paper suits commercial banks.At the end the paper states the development goal of CMB Jinan Branch is to create a new marketing system which is based on platformization,digitization,product experience and decentralized marketing modes.By resource sharing and value of synergy under the current environment which commercial banks faced with,the marketing strategy needs to be redesigned. |
