Research On The Marketing Strategy Of XA Bank's Direct Banking Business

As an application of banking and “Internet +” the most direct way to direct bank has emerged,for such a break traditional physical locations of the new model of high cost,high consumption,through the telephone banking,Internet banking,the combination of mobile terminals and other way,achieve banking communicate directly with the guest,save intermediate link also greatly improve the efficiency of the business,is a form of Internet financial innovation and temptation.In the past 30 years of booming development abroad,the acceptance level of domestic customers has not been fully realized.The real direct selling bank in China was born in 2013,and now it has developed rapidly in hundreds of listed Banks and urban commercial Banks.Following the trend of direct Banks,XA bank,as an urban commercial bank,launched its own direct bank brand in 2015,enriching products in this field.This paper introduces the relevant marketing theories of direct selling Banks and expounds the development status and existing problems of domestic and foreign direct selling Banks.On the basis of the previous literature research and the author's actual work content,this article uses PEST analysis and SWOT analysis to analyze the development environment and business status of the direct selling bank of XA bank,and uses questionnaire survey to analyze the customers of the direct selling bank of XA bank,and concludes the current marketing problems.In view of the problem,the marketing optimization strategy is put forward and the guarantee measures are expounded.At the end of the paper,the further research questions are put forward.