The Marketing Strategy Study For The Direct Bank Of Z Rural Commercial Bank

With the rapid development of Internet finance,the third party payment platform,Internet financing,online consumer financial investment as the representative of the Internet financial products relying on advanced technology and advanced innovation ability,the rapid occupation of the Internet in financial markets,to the traditional banking industry has brought great impact.The direct bank as an important product of the traditional banking industry to deal with the challenges of Internet finance,after more than three years of development,China’s direct bank development has entered a bottleneck period.The homogeneity of product design,the increasing cost of customers,the slow response of the update iteration,are restricting the pace of development of the direct bank.This paper studied the Z rural commercial bank direct bank’s marketing strategy from the perspective of marketing.Through literature review,statistical analysis,case analysis of Z rural commercial bank direct bank of SWOT analysis and user portrait analysis,based on the clustering analysis method,the user group division of Z rural commercial bank direct bank into five different types.Through these five different types of user groups analysis,according to the different of current value and potential value,which are defined as general users,users and growing user transactions from other provinces,the province of potential users and VIP users.According to the characteristics of these five types of user groups,the target market selection of multiple market segments in the market positioning model,put forward different brand positioning and service differentiation,and based on this,put forward the marketing combination strategy.Product strategy,to improve the product level,enhance the user experience,rich application scenarios.To meet the financial needs of different user groups,enhance the user experience,rich application scenarios,the user’s actual needs and the corresponding financial products scene together.Price strategy,to achieve differentiated pricing strategy and price subsidy strategy.Channel strategy,to create direct banking brand,while strengthening cooperation and expand channels.The use of different user groups on the price sensitivity of the difference,the implementation of differential pricing,target users to achieve price subsidies.Highlight the brand value,and constantly enhance the brand influence.Promotion strategy,to promote the combination of online and online activities,marketing staff to provide users with customized financial solutions,and online marketing activities designed to combine different themes of traditional festivals.Personnel strategy,we should pay attention to staffing,communication,training,give full play to the positive role of employees.The physical display strategy,we should pay attention to the design of the client page,the layout of the product positioning,showing the form,etc..Process strategy,to enhance the user experience,in every aspect of the user to do a good job,and constantly improve the quality of service.Finally,in the implementation of marketing strategies to protect,it is proposed to establish an independent division,the two is to improve the performance appraisal mechanism,the three is to strengthen the team building.This study provides a valuable reference for the implementation of Z rural commercial bank direct bank’s marketing strategy and.