Research On The Optimization Of Marketing Strategy Of Bank Credit Business Under The Background Of Internet Finance

With the rapid development and application of Internet finance,the trend of"financial disintermediation" and "technical disintermediation" is further intensified.At the same time,the quickening pace of interest rate marketization intensifies the competition between the financial industries.At present,commercial banks are learning from the excellent experience of financial business innovation of Internet enterprises,actively laying out channel construction and optimization,and combining their own advantages to enhance their core competitiveness,so as to take the lead in this wave of Internet finance.Therefore,how to deal with the increasingly fierce competition in the industry,how to optimize and innovate the Internet based and big databased credit business marketing strategy has become an important issue faced by commercial banks.This paper starts from the practical experience of the existing marketing strategy of the credit business of Bank of Jiangsu,and analyzes the existing problems of the credit service of Bank of Jiangsu from the perspectives of product strategy,price strategy,channel strategy and promotion strategy.Then,through the qualitative analysis of the influence of Internet finance development on the Bank of Jiangsu’s credit business marketing strategy,this paper looks for the advantages,disadvantages,opportunities and threats of the development of credit business of Bank of Jiangsu.Finally,this paper proposes optimization and innovation suggestions for Bank of Jiangsu’s credit service marketing strategy to further enhance the core competitiveness,so as to realize the long-term sustainable development of Bank of Jiangsu.