Optimization Study On "Internet+" Financial Products' Marketing Strategy Of ICBC H Branch

Since the birth of the Internet,information technology has been advancing explosively,constantly making breakthroughs and generating new forces.After nearly 40 years of development since China sent its first international E-mail in 1986,the Internet has penetrated into every corner of our daily work and life,such as e-commerce,payment,entertainment and so on.It has integrated into our modern life.In the "Internet+" era,more and more traditional enterprises take embracing the Internet as their development and transformation strategy.Traditional financial industries had to take advantage of the change.The development opportunity of e-commerce benefits from SARS in 2003.At that time,people started to shop online at home because of the fear of viruses.Since then,people began to enjoy the convenience and fun of online shopping.All kinds of e-commerce platforms and websites began developing rapidly.The third-party payment also rises accordingly.With the rapid rise of Internet finance,the banking industry is also changing in the game of competition and cooperation with third-party payment companies such as Ali pay and Ant Financial Services Group.Banks should reverse their operation principle,reshape their marketing thinking,and create a new marketing model,so as to conform to the development trend of "Internet+" and gain more development space.Based on the ICBC of Jiangxi province H branch as the research object,in the method of comparative study,we know the ICBC and other commercial Banks"Internet+" financial product marketing strategy.Analyze the problems existing in the marketing strategy of ICBC H branch and the reasons of them.At last,making marketing strategy optimization after the macro environmental analysis and industry analysis of ICBC H branch.