Research On The Internet Financial Marketing Strategy Of Bank J Under The Background Of The New Form Of Shadow Banking

Since the outbreak of the financial crisis in 2008,shadow banking represented by hedge funds,private equity funds and asset securitization products has become a hot topic.With the globalization and continuous development of finance,the shadow banking system has played an important role in the financial system.While bringing prosperity to the economy,the development of the shadow banking system has also seriously affected the traditional business of the commercial banking industry.Part of the reason is that the traditional banking industry has developed slowly and there is no financial innovation,which cannot meet the investor's demand for wealth management products with strong liquidity and high yield.The supervision of shadow banking has not kept pace with the development of shadow banking.Fortunately,in recent years,China is continuously strengthening the supervision of shadow banking and gradually standardizing shadow banking.The Chinese shadow banking system is a financial innovation.Its emergence is due to the fact that the main body of the loan cannot obtain loans from formal channels.The deep-seated reason is due to financial repression.American shadow banks have a higher degree of securitization,while Chinese shadow banks do not have a complicated securitization process,but are only substitutes for loans.Therefore,securitization and derivation are the biggest differences between the US and US shadow banking systems.As a country with lagging financial development,China's shadow banking system has been slow to develop and has a low degree of complexity.Although it has solved the problem of financing difficulties to a certain extent,because it is outside the supervision,it leads to higher risks and is likely to trigger financial crises.In short,while the shadow banking system has brought impacts and challenges to the traditional banking industry,it has also forced the commercial banking industry to accelerate its pace and rapid development.In recent years,China's "Internet+" has started to rise,and Internet+finance has gradually begun to become a new financial model under the influence of information technology environment such as big data and blockchain.The existence of the method has injected a steady flow of funds into the Chinese economy and financial market.However,the emergence of Internet finance is chaotic,bringing many credit crisis and risk management issues.Financial regulatory authorities are constantly introducing new policies for Internet finance.The development of escort to ensure its healthy development,while at the same time also increased the supervision of the Internet financial industry.Based on the above research background and significance,this paper summarizes the outstanding research results and literature of domestic and foreign scholars in related aspects in recent years,and at the same time draws on the research ideas,and uses literature analysis,case analysis,SWOT and PEST analysis to discuss Under the background of the development of a new form of shadow banking(Internet finance),new ideas for urban commercial banks to develop Internet finance marketing.Take J Bank as an example to analyze the advantages and disadvantages of urban commercial banks,threats from outside,opportunities and external macro-environment analysis.Based on the data released by J Bank in recent years,it proposes urban commercial banks' Internet financial marketing opinions and measures.The logical framework of this article is as follows:The introduction in Chapter 1 analyzes the research background and significance of this article,summarizes the domestic and foreign literature,puts forward research content and methods,and finally points out the innovation and shortcomings of this article;Chapter 2 describes the concept of shadow banking in China,The reasons and characteristics of the shadow banking system,at the same time,the Internet+model and the concept of Internet finance are introduced,and the relationship between Internet finance and shadow banking is combed;Chapter 3 understands the traditional marketing theory and Internet finance theoretical concepts;Chapter 4 analyzes the advantages,disadvantages,opportunities and challenges of Bank J using SWOT and PEST analysis methods,and also introduces the situation faced in the macro environment;Chapter 5 provides recommendations for Bank J's Internet financial marketing,including speeding up,based on the analysis results Internet financial platform,professional team building,seeking high-traffic channel marketing,launching multi-party cooperation,focusing on marketing model innovation and clear product positioning.Fourth,insisting on customer-centricity,creating a bank brand effect,strengthening and improving the financial risk management system;Chapter 6 summarizes the article research and the future Looking banks raised.