Case Study On Optimization Of Marketing Strategy Of Ningbo Bank

As commercial banks' space for interest rate spreads continues to be compressed,competition in the industry has increased.As a Sino-foreign joint venture city commercial bank,Ningbo Bank is subject to location disadvantage and scale disadvantage while its business continues to grow rapidly.The offline marketing strategy has been unable to meet the needs of market competition.The paper takes the marketing strategy of Ningbo Bank as the research object,and studies the current marketing status of Ningbo Bank through literature research and site investigation.The study finds that Ningbo Bank has certain problems in product design,marketing channels,and promotion.The concrete manifestations are:lack of core competitiveness of products,lack of continuous penetration of marketing channels,and weak promotion scope and intensity.Through in-depth analysis of relevant data of the Bank of Ningbo,it was found that the main cause of the above problems was the lagging behind of the current marketing strategy of the Bank of Ningbo and the development speed of Internet finance.In the era of mobile Internet,Ningbo Bank obviously lags behind other methods and means of marketing.commercial Bank.Therefore,the paper proposes an optimization plan for the marketing strategy of Ningbo Bank with the help of the traditional 4P marketing theory and the AISAS marketing theory based on the Internet environment.The first is to optimize product strategies,and to provide customers with comprehensive products and services through the establishment of a platform financial model;second is to optimize the construction of marketing channels,expand mobile financial marketing channels through the "Internet + Finance" model,and break the time and space for marketing of Ningbo Bank.The constraints of the strategy;the final is to optimize the promotion strategy,and to increase the penetration depth of Ningbo Bank's products in the mobile Internet by increasing the interaction frequency of the comprehensive products of Ningbo Bank and other mobile applications.The optimization plan put forward in this thesis has certain guiding value for the transformation of the marketing model of Ningbo Bank,which is conducive to the expansion of market share and market competitiveness of Ningbo Bank.