Study On Financial Products Marketing Strategy Based On Internet Finance In BOC Shenzhen Branch

Traditional industries a re Influenced by va rying degrees as the ra pid development of Internet and IT.The Integration and development of Internet technologies and traditional financial services,fo rming a new hot spot at socioeconomic field-Internet Finance,which is a emerging financial fo rm with the character of info rmation symmetry and free choice by financial disinter mediation.Internet Finance can collect and process more enormous customer data information and provide the financial products and services to meet more demands of customers.Facing more changes at the internet financial age,especially to some front innovation area like Shenzhen,ba n king financial products marketing need more.In terms of wealth investment products,traditional ba n k's marketing share are gradually squeezed by internet,especially by some big platform,like Alibaba s Alipay and Te ncent s WeChat payment.In order to keep its core business share,traditional banks speed up the online trend.Represented by Bank of China,every commercial bank has integrated Internet thinking into the development of financial services.Depending on IT fo rce from inside and outside,they use diffe rent manners to apply IT into the financial products researching,developing and promoting.Under this background,the paper is for study on financial products marketing strategy based on internet finance in Bank of China Shenzhen Branch,using literature research method to summarize the related lite ratu re and marketing theory from domestic and overseas.Tools like PEST analysis,Michael Porter s Five Forces Model,SWOT analysis are adopted to analysis Bank of China Shenzhen Bra nch s marketing model and to dig and analysis the problems existing in the marketing task.It mainly included six resea rch aspect:product structu re,pricing,marketing channel,marketing channel,marketing service and marketing perfo rmance.The toarget customer group of Shenzhen market is decided by the STP theory and acco rding the Marketing Combinatorial Theories,financial products marketing strategy of Shenzhen branch are set out,which include Product strategy,pricing strategy,place strategy,promotion strategy,participant strategy,process strategy,and physical evidence strategy.The corresponding measures to ensure the effective implementation of marketing strategies are also been put forwa rd in this pape r.Hoping this paper could have some practical significance for improving Bank of China Shenzhen Branch s financial marketing work and Providing refe rence for the sales work of other Banks.