Study On Financial Products Marketing Strategy Based On Internet Finance In Bank Z

With the vigorous development of China's market economy,the per capita income(CPI)has also achieved rapid growth.At the same time,Internet technology has developed rapidly.Many Internet companies have combined their technology with multiple industries,and a variety of new fields have emerged.In these new fields,integration with the financial industry has formed a new financial industry formatInternet finance.The rise of Internet finance is accompanied by challenges and opportunities,and at the same time has brought many impacts on traditional commercial banks in China.So at present,how Bank Z seizes the opportunities brought by the development of Internet financial business,integrates internal resources,high-speed personal financial business marketing strategies,enhances profitability,and increases market share are important contents discussed in this article.Against this background,this article focuses on the marketing of personal wealth management products of Bank Z the background of Internet finance.The literature research method is used to analyze and summarize the relevant literature and marketing theories at home abroad.The comparative method is used to analyze and compare the wealth management products sold by Bank Z with other commercial banks or other financial institutions.It also uses tools such as PEST,Porter's Five Forces Model,and SWOT analysis to formulate an overall marketing strategy,also analyzes the current internal and external environment of Bank Z's and the problems in the marketing process.It mainly analyzes products,pricing,channels,marketing methods,services and performance.On this basis,according to the 7PS marketing theory,the marketing strategy is formulated in seven aspects: product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,process strategy,and physical display strategy.The focus of the discussion is on product strategy.According to the target customer group of Z Bank,the author proposes targeted product development and marketing recommendations.At the end of the article,corresponding measures are put forward to ensure the effective implementation of marketing strategies.These marketing strategy suggestions can substantially help Z Bank to fight the impact of Internet finance.