Research On The Marketing Strategy Of Enterprise Internet Finance In Changchun Branch Of X Bank

In recent years,the economic growth rate of our country has slowed down,and the profit of traditional enterprises has declined.The economic growth rate of Jilin Province,whose economy is traditional,lags behind the national average.Meanwhile,with the deepening of China's supply-side reform and other policies,the support of local governments for state-owned enterprises has been weakened,and the bank credit has been reduced.With the tightening of credit risk control,the traditional credit business that can make a steady profit by government repayment in the past has become less and less.As the penultimate province of national economic growth,the number of high-quality enterprises in Jilin Province is small,but the number of commercial banks in Jilin Province is big.The competition among banks is very fierce.If a bank want to survive in the competition,it must have its own professional business and unique marketing positioning.As a joint-stock commercial bank which has been set up in Jilin Province in recent years,Changchun Branch of X Bank is facing a severe competitive environment.One of the keys for X Bank to get today's success in Jilin province is to seize the opportunities of the times and actively carry out product innovation.Enterprise Internet finance project is an important profit growth point in recent years.With its own grasp of the development trend of Internet financial projects,X Bank has taken the lead in exploring this field since 2014.However,with the Internet financial business of enterprises has become more and more popular,all the other banks have similar business now.In order to solve the problems existing in the development of enterprise Internet finance business of X Bank in Jilin Province,it is urgent to use advanced marketing theory to conduct in-depth research on the development strategy of this business in the future.This paper takes the Internet business of Changchun Branch of X Bank as an example.This paper combines 4C theory with the current business process of Internet payment of Bank X to analyze the problems of Internet business of Bank X,and puts forward feasible and landable marketing strategy optimization.Unlike most marketing analysis papers,this paper argues that the marketing management of banking business should not only include the stage of product promotion,but also include the whole process management from product detail design to implementation to after-sales service.The four aspects of consumer,cost,convenience and communication contained in 4C marketing theory coincide with every link of mobile payment business of banks.In the stage of target customer mining,consumer demand analysis technology is used to focus on the cost that customers are willing to pay for in product pricing.In the aspect of product plan formulation,we should pay attention to the convenience of customer's product use to improve brand value,and after product marketing,we can carry out long-term customer maintenance through regular communication with customers.