Research On The Retail Business Marketing Strategy Of G Joint-stock Commercial Bank K Branch Under The Internet Background

Since 2013,the Internet finance has developed rapidly.In the past four years,there is a significant growth in the perspective ofvolumeand income of the industry,and the subversion theory has prevailed for a long time.The development of Internet finance has a special way of marketing:costly money marketing.Under the circumstance of revolution,the products and services of bank both have a intrinsical change.It has become an unavoidable problem that how joint-stock commerce banks especially to its branches,facea new road,improve its service quality and efficiency,as well as enhance the accuracy of marketing between traditional large banks and Internet financial companies.This paper mainly includes the following contents:The first part focuses on problems raising.With the background of the rapid development of internet,customer structure and consumption structure of commercial banks have undergone tremendous changes,and the joint-stock commercial banks are under the great pressure of Internet finance and city commercial banks.In practice,commercial banks have proven it feasible to promote the business development by using internet finance tools to improve the efficiency of marketing.The second part of the paper illustrates the literature review.Since 2013,the Internet finance has developed rapidly,which benefited from the development of the Internet,as well as the success of the Internet marketing methods.As for joint-stock commercial banks,it also is an important strategy.Therefore,in this paper,a brief illustration is given on the basis of reviewing previous relevant theories and literatures.The third part contrasts commercial bank' marketing methods and Internet marketing methods.Based on the present reviews,this paper describes the current commercial banks and Internet marketing strategy of the enterprises,and found that the commercial banks should emphasize on internet finance on the basis of comparison and analysis.The fourth part is the empirical analysis.On the basis of the previous analysis,this article goes through the empirical analysis of the joint-stock bank branches,and reaches the conclusion that the application of big data may be a practical strategy.Therefore the article applies the method of data validation into verifying whether commercial banks have achieved the comprehensive application of data.The paper first goes through the data and finds the characteristics of customers,does a simple portrait of customer groups,then applies case analysis method to demonstrate whether the data collection is effective.The fifth part is the marketing strategy of the joint-stock commercial bank branches in the Internet circumstance.Under the existing conditions,this paperputs forward how to use the Internet marketing strategy to improve the marketing standard and performance.The sixth part is the summary and outlooks.Through the data processing,this paper finds out that there exists an inadequate application and usage of customer marketing data in the current commercial bank branches.Therefore,this paper puts forward severalpossible suggestions on policieson the basis of data analysis.