Research On The Marketing Strategy Of ABC Jinan Branch's Internet Financial Business

Throughout the history of global economic development,from the first steam technology revolution to the third computer technology revolution,every technology revolution will accelerate the economic growth.In recent years,with the rapid development of mobile Internet,the new technology revolution represented by big data and artificial intelligence has been developing rapidly,promoting the integration of traditional entity economy with e-commerce,AI and so on.As Internet is playing more and more important role in the whole human society,it is constantly changing people's production and way of life.Represented by Internet plus initiative,the new model of all walks of life is gradually changing the traditional mode of economic development.Under such situation,the financial industry has also developed rapidly and had a tremendous impact on the management,marketing management and personnel management of the traditional financial industry.It has become one of the mainstream financial models for the Internet economy.With the development of the Internet in China,the domestic economic strength and technical level have been constantly improved;as a result,customer demand changed rapidly which is both opportunity and challenge for traditional banking.Emerging Internet platform companies play cross-border,vigorously enter the financial industry.With fully using their technology advantage to make traditional financial business access to Internet,the Internet Platform Company becomes catalyst that activates the traditional financial services.While traditional banks also vigorously develop the Internet finance business,to create smart finance.All of these combinations have fostered the market for the expansion of Internet finance.The combination of Internet and finance brings not only a technological revolution to banks,but also a transformation of traditional marketing mode,which is completely subverted by Internet thinking.Under the current situation,as a kind of service industry,the banking industry must refocus its marketing methods,not only relying on its traditional marketing model,but also adding Internet thinking and methods.The research object of this paper is the Agricultural Bank of China.How to reform and innovate in the marketing mode,how to better develop Internet finance business and how to actively deal with the impact brought by Internet companies,they are all vital topics that Agricultural Bank of China is facing.This paper focuses on the latest development of Internet Finance in recent years,mainly use the research methods of literature review,comparison,case analysis,expounds the existing Internet business practices of domestic commercial banks and focuses on the cases of partial mutual gold business between China Merchants Bank and Industrial and Commercial Bank of China.This paper uses PEST model to analyze the macroeconomic impact of Internet finance on Agricultural Bank of China in the current situation and uses SWOT to analyze the advantages,disadvantages,opportunities and challenges of Jinan Agricultural Bank of China in coping with the wave of Internet finance development.This paper provides a suggestion for the actual work in the bank that is how to use the existing resources,according to the 4P marketing theory and 4D marketing strategy of new economic Internet thinking,based on the four basic modules of product,price,channel,promotion,to focus on customer needs,enhance customer experience keep the stereo dynamic communication with customers,proposes an innovative marketing model and build a new marketing platform for Internet banking business of Jinan Branch of Agricultural Bank of China.It also ensures the successful implementation of marketing mode through building internal culture,organizational restructuring,performance appraisal transformation and talent training,so as to achieve the goal of improving marketing effectiveness and gaining the share of emerging market.