Research On Marketing Strategy Of The Internet-based Bank Credit Business

With the rapid development of Internet banking,a series of changes have taken place in the envirornment for the survival and development of China's commercial banks.Especially the Internet finance has a profound influence on the credit business of commercial bank,Internet banking can provide more convenient and efficient financial services for customers through technology,access to customers of all ages,thus affecting more customers from traditional finance to Internet financial.The embryonic Internet bank credit has been suffering from the influences including unclear market positioning and developing route,imperfect marketing models and so on which have limited the credit business to poor competitiveness and growing potential.Therefore,it is the research direction of this thesis to pay attention to and analyze the network marketing problems of commercial banks and put forward effective countermeasures.This paper first introduces the background and significance of the research topic,research methods and content,research technology roadmap and innovation,and plays a programmatic role in the full text.Secondly,this paper summarizes the research category,the research status at home and abroad,marketing theory and network marketing theory,which provides theoretical support for the following G network marketing strategy optimization.Third,this paper uses PEST analysis method to divide the macro environment,and analyzes the micro environment with Potter's five factors.Fourth,the current situation of G bank network marketing are summarized,and the problems are the lack of understanding of Internet financial strategic product and service homogenization of serious,network marketing channels to expand the network of special promotion is not enough,do not take the initiative and brand building and promotion efforts is not enough.Fifth,the author optimizes the network marketing strategy of G bank credit business,including STP strategy optimization,network operation strategy combination and network marketing implementation strategy.Finally,the author gives guarantee measures from four aspects of IT platform construction,organization construction,human resources and enterprise culture.The main contributions and innovations are presented as follows:The Internet,bank credit business and marketing theory are merged for the first time,which provides a reference to traditional commercial banks in developing their innovative markets and marketing tools.This peper even optimize and expand the current marketing strategies based on the Long Tail Theory by extanding,thickening and dropping-down the-long-tail customers.Also,The Internet-based banking credit business marketing strategy has more realistic merits than the traditional credit business marketing.Finally,the proposed optimizing and guarantee strategies aiming at the developing circumstance and problems of the case Bank are quite applicative and operable.