Study On ITFIN Marketing Strategy Of Lanzhou Bank

Firstly,through the reading and sorting of literature,this paper briefly summarizes the relevant concepts and development history of INTIN,and summarizes the important theories of INTIN marketing and the research of INTIN at home and abroad.Secondly,this paper describes the development status of Lanzhou Bank and the development of Lanzhou Bank's INTIN products,The author also conducted in-depth interviews with employees of Lanzhou Bank to further understand the problems existing in the INTIN marketing of Lanzhou Bank.Thirdly,the author using PEST,porter's five forces competition model and SWOT analysis tool to analyze the INTIN marketing environment of Lanzhou Bank,and on this basis,combining with the author himself in Lanzhou Bank nearly eight years of work experience in the INTIN products,with marketing theory as the instruction,solving the problems exiting in Lanzhou Bank INTIN marketing,making the product strategy of "take the customer as the center",the price strategy of "Customer layering + bundle marketing",the channel strategy of "banking outlets + Internet channels",the promotion strategy of "Participate in + funny",and the hybrid marketing strategy for public-private partnerships.Finally,the author puts forward the guarantee measures of the marketing strategy of Lanzhou Bank from the aspects of strengthening organization management,improving staff marketing level,strengthening assessment incentive mechanism and improving service level.In a word,in the present day,when the products of the bank are homogenized and the competition environment becomes more and more intense,study and solve the problems of Lanzhou Bank's INTIN marketing,take measures adjust to local condition,time condition,matter condition,to formulate an effective marketing strategy for the INTIN products of Lanzhou Bank,it will not only help Lanzhou Bank increase market share and promote its sustainable development,but also provide reference for other bank's INTIN products marketing,promote the transformation and development of traditional commercial Banks.