Research On Internet Financial Marketing Strategy Of Business Department Of Liaoning Branch Of ABC

With the rapid development of Internet finance,the financial institutions represented by traditional commercial banks are facing great challenges.It is also a great opportunity to face up to the challenges and change the management concepts and business models.This paper takes the business department of Liaoning Branch of Agricultural Bank of China as the research object,analyzes the general situation,the current situation and existing problems in Internet marketing,and summarizes the development process and current situation of the main business forms of Internet finance combining with the existing research literature and materials at home and abroad,and the related foundation of Internet finance.The basic theory,such as marketing theory and marketing strategy are briefly introduced,and the internal and external environment of Internet marketing in the business department of Liaoning Branch of Agricultural Bank of China is analyzed in detail.On this basis,the paper puts forward the Internet financial decision-making and strategy of the business department of Liaoning Branch of Agricultural Bank of China,and puts forward concrete suggestions on product strategy,pricing strategy,distribution strategy and promotion strategy,which will have an important reference for the Internet financial work of the business department of Liaoning Branch of Agricultural Bank of China.This paper is divided into six parts: the first part is the introduction,mainly introduces the general situation of the business department of Liaoning Branch of Agricultural Bank of China,the main problems of Internet finance,the purpose of this study,significance,general ideas and methods;the second part is the related theory and literature review,through the existing literature at home and abroad Research.The third part is about the analysis of Internet financial marketing environment,including political,economic,social and technological environment,industry and competitive environment analysis,market customer behavior analysis and so on.The fourth part is the internal environment analysis,including internal marketing resource analysis and marketing capability analysis.The fifth part is the analysis of market decision.The sixth part is the Internet financial marketing strategy,including product strategy,pricing strategy,distribution strategy and promotion strategy.