Research On Marketing Strategy Of Internet Finance Business In GS Bank Jiangxi Branch

2013 is the first year of China's Internet finance industry.With the launch of Yu'ebao and Loan treasure,the third-party payment is widely deployed throughout the country.Internet financial companies rely on social platforms,big data,and cloud computing to continuously develop various amazing products,opened a new marketing model for Internet finance business.With the advantages of more convenient,more affordable,more efficient,and more user-oriented experience,major Internet financial companies rely on core products to quickly occupy the positions of traditional financial institutions,and further incited the "intermediary" status of commercial banks.In view of this,major commercial banks quickly launched counterattacks,strengthened the emphasis on Internet finance business,innovated Internet financial products,formulated new marketing models,and formally joined the battlefield of Internet finance.As a commercial bank that has laid out Internet finance business earlier in China,GS Bank has proposed the “E-ICBC2.0 Strategy” and adopted the “three platforms,one center”as the main body of Internet finance business,and actively built the Internet financial ecosystem,which has achieved good results.However,as a first-class branch directly under GS bank,GS bank jiangxi branch has not achieved satisfactory results in the development and marketing of Internet finance business.Therefore,this paper studies the marketing strategy of Internet finance business of GS Bank Jiangxi Branch,focusing on discovering the problems in the marketing process and proposing corresponding marketing strategies to promote the development of Internet finance business of GS Bank Jiangxi Branch and look forward to helping GS Bank.The Jiangxi Branch can develop more Jiangxi Province characteristics in accordance with the requirements set by the GS Bank Head Office.Based on the long tail theory and marketing strategy theory,this paper analyzes the current status and shortcomings of the current Internet finance business marketing of GS Bank Jiangxi Branch through the use of literature research,case analysis and questionnaire survey,and then through the use of PEST and Porter five.SWOT model,this article analyzes the marketing environment of GS Bank's Jiangxi Branch,and formulates the strategic transformation strategy of GS Bank's Jiangxi Branch's Internet finance business.At the same time,according to the 4Ps marketing theory,it has formulated product specific marketing strategies,such as innovation,channel consolidation,price attraction,communication enhancement,etc.In order to ensure strategic transformation and marketing strategy,we put forward specific safeguard measures to strengthen the marketing concept,do a good job of division of labor,strengthen the professional team level,improve the risk management level,and establish a new assessment mechanism to help GS Bank Jiangxi.The marketing strategy of the Internet finance business of provincial branches can be implemented smoothly.This paper takes the marketing strategy of GS Bank Jiangxi Branch's Internet finance business as the research object.It aims to help GS Bank Jiangxi Branch to make its own featured products,characteristic achievements,maintain a leading position in the industry and promote its long-term development in the development of Internet finance business through specific marketing strategy research and implementation.