Study On Marketing Strategy Of LCNS Bank Under The Background Of Internet Finance

Internet finance is the product of the development of the financial industry through the integration of information platforms,which is a new business model.LCNS Bank,as a local commercial bank,is facing the impact of the Internet and the double attack of state-owned and joint-stock banks,how to realize the transformation of marketing strategy and embark on the road of rapid development has become its urgent problem to be solved.In this paper,we study the marketing strategies of LCNS banks in the context of Internet finance through literature research method,SWOT analysis method,survey research method,and combined theory and practice method.The study consists of the following six parts: first,it clarifies the background,meaning,content and methods of the thesis research.Second,the concept and development status of Internet finance,marketing strategy theory,as well as PEST analysis method,five force model analysis method,SWOT analysis method and other related analytical tools are analyzed in depth.Then,an analysis of the external environment of LCNS Bank was carried out and the external factor matrix(EFE)analysis was carried out to analyze the competitive environment faced by LCNS Bank using the PEST analysis method and the five forces model.Again,an internal environment analysis of LCNS Bank was carried out,focusing on its internal business,talent and financial resources,followed by a comprehensive elaboration of the impact of Internet financial development on the bank's business and an internal factor matrix(IFE)analysis.On this basis,the formulation and implementation of LCNS Bank's marketing strategy was carried out,and the internal advantages and disadvantages,external opportunities and threats of the bank were clarified through SWOT analysis.Then,the LCNS Bank STP analysis under the development of Internet finance was carried out,and then the LCNS Bank marketing strategy portfolio was proposed,which mainly includes the implementation of differentiated product promotion,vigorously implementing financial product price innovation,optimizing the marketing channels of bank products,establishing Internet publicity and promotion channels and other specific plans.Finally,the LCNS Bank operates marketing strategies to implement safeguards.Mainly proposed the formulation and improvement of internal rules and regulations,the use of Internet thinking to achieve scientific and technological innovation,strengthen the construction of enterprise culture,improve the level of human resources management and other safeguard measures.The research results of this paper have provided a way for LCNS banks to demonstrate and comment on the formulation of specific marketing strategies in the future,as well as away for many commercial banks facing similar difficulties to solve similar problems,which is of some practical significance.