Research On The Strategy Of Internet Financial Scene Construction

With the in-depth development of the Internet technology and its close integration with financial business,some new changes have taken place in the financial business of commercial banks.Finance no longer exists as an independent factor in people's lives.Instead based on the Internet+,it has come into every aspect of people's lives.Therefore,financial services will be integrated into the various scenes of customers' daily life,and will offer much more convenience in order to meet customers' needs.Most customers may not feel the existence of finance,but actually finance can be traced in every aspect of customers' life.This dissertation is based on the long tail theory,big data theory and other Internet theories,and takes the development of the Internet finance as its background.Multiple research methods,such as literature research,investigation,case study,qualitative analysis,are used,as well as the application of two analytical tools,including PEST analysis method and SWOT analysis method.This dissertation chooses the Internet financial scene construction of Ningxia Branch of China Construction Bank as an example,combines its development status and its practical experience,in order to summarize its preferable practices and analyses its shortcomings.From the macro and micro levels,this dissertation makes an analysis of the advantages,disadvantages,opportunities and challenges of the construction of Internet finance scenario in Ningxia Branch of China Construction Bank.On this basis,the dissertation puts forward a list of strategic suggestions for the bank's Internet financial scenario construction.After defining the significant value of the scenario construction of the Internet finance,it should be taken as the key business of the strategic transformation of commercial banks and promoted in a more effective way.The target market is determined by the B-end,C-end and G-end,and the specific marketing strategies are put forward in terms of product strategy,technology strategy,channel strategy,promotion strategy and risk management strategy.