Research On Marketing Strategy Of Internet Financial Business Of A Commercial Bank Hangzhou Branch

In recent years,Internet finance has flourished,and its diversified business model has had a certain impact on the traditional assets,liabilities and intermediary business of commercial banks.Although Internet finance has gradually exerted certain competitive pressure on traditional commercial banks,opportunities and challenges coexist.At present,Hangzhou Branch of A Commercial Bank grasps the opportunity of the development of Internet finance business,integrates internal resources,adjusts marketing strategy,improves profitability,and increases market share.This is an important part of this paper.This paper first introduces the concept,mode,characteristics,development status and future development trend of Internet finance,analyzes the macro environment and industry environment of Internet finance,and analyzes Internet finance from the perspectives of business philosophy and strategy,business model,service model and risk management.The impact of A commercial bank Hangzhou branch business.Based on the analysis of the market survey results of customers of Hangzhou Branch of A Commercial Bank,based on the analysis of the development status of Internet finance business and products of Hangzhou Branch of A Commercial Bank,it points out the problems existing in marketing,and adopts SWOT and STP analysis to formulate the overall strategy.Propose specific marketing strategy recommendations and safeguards to achieve the strategy.This paper proposes to target wealth,private banking customers,small and micro enterprises,medium and large enterprises as target markets,and gives specific marketing strategy recommendations in six aspects: product,channel,pricing,publicity,service,and customer relationship.Propose product update opinions from three perspectives: company,individual,and intermediary business;propose to integrate Internet and physical network channels,build a 24-hour online communication platform,and improve customer feedback mechanism;recommend differentiated pricing,strengthen external cooperation,and increase more concessions Policies;encourage advertising to media companies,increase the promotion ofinteresting social platforms;establish a customer-centered service concept,strengthen employee skills training;establish a network reputation management and dynamic customer information management platform,and strengthen the participation of word-of-mouth media.These Internet finance business marketing strategy recommendations can help A Commercial Bank Hangzhou Branch to respond well to the new financial environment.