Research On Marketing Strategy Optimization Of Lanzhou Bank "Bhelife.com" Platform

Internet technology is constantly changing people's way of life,the operation rules of enterprises and the development models of economy,at the same time,the new enterprise reform based on Internet thinking will be the inevitable trend of future development.The rapid development of e-commerce and related Internet finance has brought both crisis and challenges to the traditional financial industry.How to take advantages of themselves will be an important direction of future development to traditional commercial Banks In this era of Internet economy competition.When large e-commerce companies “ali” and “jd” continuously penetrate into the financial industry,carry out Internet finance business and change consumers' financial demand habits,traditional commercial Banks begin to connect with the Internet and e-commerce one after another and developing their own Internet finance ecosystem has become the common choice of many traditional Banks.As the first urban commercial bank in northwest China to develop its own e-commerce platform and Internet finance,Lanzhou bank strives to layout its own Internet finance ecosystem and build an Internet financial ecosystem integrated by platform system,payment system,terminal system,O2 O system and service system.As the core platform for the construction of Internet financial ecosystem,“Bhelife.com”provides Internet shopping,life and financial services for users.By the analyzing the problems existed in the network marketing strategy of lanzhou bank“Bhelife.com” in the process of development for several years,including the unclear market position,poor customer experience,serious product homogeneity and lack of scientific and technological innovation,the article put forward some suggestions on the optimization of marketing strategy of bank of lanzhou “Bhelife.com”network by using marketing theory,(the theoretical tools such as e-commerce marketing theory)and combining with lanzhou bank financial advantage and local advantages.Platform function optimization isbased on customer requirements of product development,customer perceived cost,convenient to customers for the purpose of communication channel construction and emphasis on customer experience of promotion plan in product differentiation,localization,marketing,science and technology in the field of new media publicity.The article also suggest directions based on the customer interest differentiation,function optimization,interactive experience,personality innovation.This paper hopes to promote the overall optimization of lanzhou bank's e-commerce platform through the optimization study of marketing strategy of lanzhou bank“Bhelife.com”,so that lanzhou bank can successfully transform itself in the era of Internet finance and improve its e-commerce financial service ability and market competitiveness.