The Research On Market Strategy Of G Commercial Bank Under The Background Of Internet Finance

Since entering the new century,China's rapid economic development,with the popularity of the Internet,financial innovation products constantly updated.These internet financial innovation products in traditional financial services such as payments,deposits,loans and banking business caused a huge impact.Based on the Internet financial products have a huge impact on the commercial bank under the background of how the commercial banks based on the Internet technology,the change of the current marketing strategy,continuous improvement to meet the current competitive environment of traditional business,the financial innovation in the Internet under the impact of products,continue to maintain the momentum.In this paper,G Commercial Bank as the research object,first by consulting a large number of domestic and foreign monographs,academic journals,academic papers and other documents,access to relevant information and the purpose of this paper,and then use the SWOT model analysis of G commercial bank,and the G commercial banks in the analysis of problems in the marketing strategy according to the analysis conclusion gradually,then put forward the corresponding suggestions from the products,channels,price and spread.Specific research contents are as follows:The first chapter and the second chapter describes the research background and significance,and summarizes the research ideas and research methods,and highlights the innovation and difficulty of this paper.Marketing strategy theory.Mainly on the definition of basic concepts,marketing strategy theory,SWOT model theory,to lay the theoretical foundation for the full text.The third chapter analyzes the current development of G commercial banks and the status quo of marketing strategy,and through the analysis of the SWOT model,we find that there are many problems in the current G commercial banks.G commercial banks overall business development is on the rise,but the growth rate decreased year by year.Compared to the Internet financial companies,poor innovation,business needs to keep pace with thetimes,innovation,marketing strategy adjustment is imperative.The fourth chapter,according to the content of the previous analysis,put forward the corresponding suggestions and practical operational marketing strategy.Product strategy: breaking the barriers to innovation as the core power.Innovative business process products,providing a complete set of financial solutions.Relying on customer data to provide personalized products and services.Positioning the future,the establishment of only no outlets.Channel strategy:to create a financial platform for deep operation and user management.Integration of innovative marketing channels,the establishment of Internet financial services system.Price strategy:differential pricing strategy,pricing based on customer type.Embrace the Internet thinking,to provide free services.Communication strategy:combined with O2 O mode,online and offline complement each other.Through the third party Internet companies,the full range of new media marketing.