Research On Marketing Strategy Of M Bank's Retail Business Under The Background Of Internet Finance

Since the development and rise of Internet finance in 2013,China's Internet finance business has shown a gusher development.Relying on the new generation of Internet technologies such as mobile payment,big data,cloud computing,social networks and search engines,Internet enterprises have gradually penetrated their services into the traditional financial field,and a variety of Internet financial models such as third-party payment,P2P,crowdfunding and online payment have emerged.Internet finance makes full use of new and high technology to support,and integrates the open,Shared and collaborative Internet spirit into financial innovation,so that financing,financial management and transactions become efficient and convenient.Internet finance quickly seized the market share of traditional commercial Banks in terms of settlement,financing and financial management,and broke the traditional relatively stable operating environment of commercial Banks,making commercial Banks face huge impact from payment business,credit business and intermediate business.In the face of the progress of financial technology and the change of consumer habits,commercial Banks not only have to compete with their peers,but also face the impact of Internet finance such as "Alipay”,"JD finance "and "WeChat payment".In the face of fierce and cruel competition,how to regain the market advantage of commercial Banks,how to combine their own characteristics and develop the right marketing strategy is what we need to seriously study.Based on M Banks as the research object,using literature analysis,case analysis and normative study under the background of Internet financial M bank retail business problems are analyzed and the research,revealed that the era of big data M bank retail business problems existing in the marketing strategy,and use of PEST and SWOT analysis model of management are analyzed.The main content of the analysis is the macro environment analysis of the political,economic,social and technical aspects of M bank's retail business,as well as the internal advantages and disadvantages of M bank's retail business and the external opportunities and challenges.Finally adopts the marketing strategy of 4P and 4C marketing theory from M bank retail business product,channel,price,promotion and customer,communication,convenience,cost and so on carries on the optimization of marketing strategy,enrich the connotation of the traditional marketing strategy,given the marketing idea new era characteristics,expand the bank marketing strategy covered areas.The conclusion of this study will provide some enlightenment and help for M bank and other commercial Banks to formulate and improve their marketing strategies in the context of Internet finance.