Research On The Marketing Strategy Of JX Bank's Personal Financial Services Under The Background Of Internet Finance

In recent years,due to the rapid development and widespread use of Internet science and technology,Internet finance has also developed rapidly.Internet financial products have the advantages of low investment thresholds,considerable yield,convenient and fast,and good service experience,and have won the widespread favor of investors.Most commercial banks are actively looking for and exploring effective marketing strategies of financial services.What is the impact of emerging Internet finance on traditional commercial banks,what are the problems and reasons for the marketing strategies of traditional commercial banks 'personal wealth management services,and how commercial banks should face their own advantages,disadvantages,opportunities and threats in the development of their personal wealth management services? What kind of marketing strategy should be adopted by commercial banks is the key point of this thesis.This thesis takes JX Bank's personal wealth management business as the research object,focuses on the marketing strategy of JX Bank's personal wealth management business in the context of Internet finance,points out the problems of JX Bank's existing marketing model,and compares the successful experience of Internet financial wealth management to obtain It is necessary to transform the traditional wealth management business marketing model to ensure that the business can continue to develop steadily.The questionnaire was used to summarize the existing problems of JX Bank's personal wealth management business,and conducted a SWOT analysis of JX Bank's personal wealth management marketing.With the help of 4P marketing mix theory,the corresponding product strategies,channel strategies,price strategies,and promotions were proposed from four aspects.Strategy and combined with big data technology to propose a precise marketing strategy.Then,by analyzing the positive and negative effects of internet financial wealth management on JX Bank's personal wealth management business,we can conclude that with the development of big data technology,the marketing model of online wealth management is the general trend,and JX Bank should clearly recognize the market The form and future development direction must strengthen the construction of big data systems,increase investment in online marketing channels,and combine offline physical network lines to form a combination of online and offline marketing models.Through the research and analysis of this thesis,we can see that Internet financial management has diverted the customers and funds of JX Bank,reduced the bank's profits,butalso brought opportunities for the development of JX Bank's personal financial management business.JX Bank should change its traditional marketing model and adopt new marketing strategies to enable its personal financial management business to develop steadily.