Research On The Marketing Strategy Of Internet Finance Of ICBC Qingdao Branch

As the combination of bank and the Internet,Internet finance changes people's habits and consumption patterns.With the help of information technology,Internet Finance break the limit of services through the physical network.Internet finance can provide more diversified services such as payment settlement,network finance,network lending and other services.Internet financial can provide better experience of financial product with the help of Internet technology,greatly broadening the service of financial business.The rapid development and expansion of Internet Finance impact the development and operation of traditional industry.Internet finance make a substantial change in traditional financial operation.ICBC make out the Internet financial strategy quickly.However,there are problems in this strategy,such as the lack of Internet thinking,poor user experience and reputation,slow brand marketing,serious product homogeneity,slowing down the ICBC Internet financial market promotion process.This paper explores Internet financial marketing strategy of ICBC Qingdao Branch.First analyze the internal and external environment of the ICBC Qingdao Branch facing Internet finance,then summarizes the current situation and existing problems and analyzes the short-term and long-term strategic objectives of ICBC Internet Finance through the SWOT analysis to determine the strategy and marketing strategy of Internet financial development of the ICBC Qingdao Branch.Using method of case analysis,investigation analysis,comparative analysis and paper research,this paper build up Internet finance marketing strategy of ICBC Qingdao Branch in five aspects of organizational structure adjustment,human resource optimization,customer market expansion,information strategy and business re-process.This paper provides support for Internet finance marketing strategy of ICBC Qingdao Branch,and accelerates the transformation of Internet finance of ICBC Qingdao Branch.