Research On Marketing Strategy Of Z Commercial Bank Under The Background Of Internet Finance

Under the background of "supply-side reform,new normal and Internet",the economic environment has undergone tremendous changes and further influenced the greater transformation in the future.The third-party payment mode dominated by WeChat and alipay has emerged,and the financial mode represented by "yu 'ebao" and the e-commerce financing mode of small loans.The rapid development of Internet finance poses a certain threat to traditional commercial Banks.At the same time,it puts forward higher requirements for the service quality,product innovation and system reform of China's commercial Banks.Faced with the complex policy environment and market environment,the marketing environment of commercial Banks has also undergone significant changes,and many Banks have to make corresponding attempts and changes in marketing.How to effectively use the Internet technology to change the current marketing strategy so as to better adapt to the current development environment and continue to maintain the forward momentum in the subsequent development,therefore,this has become the inevitable trend of the transformation of traditional commercial Banks.In view of this,this paper conducts a study on the marketing strategy of Z commercial bank in the context of Internet finance,aiming to find a feasible and effective marketing path for the bank.Taking Z commercial bank as the research object,this paper first expounds the basic background and significance of the research,and then analyzes relevant research status at home and abroad.At last,it points out the main content,research methods and research innovation points of the research.Then,combined with the main contents of this paper,the STP theory,4p strategy and financial innovation theory were expounded to lay the theoretical foundation of this paper.Thirdly,analyze the operation status and marketing mode of commercial Banks,and analyze the internal and external competitive environment of the bank in the marketing process by combining Internet advantages;In Z marketing based on the analysis of the status quo of commercial Banks find the problems of marketing are: product structure is not reasonable,lack of diversified marketing costs are high,distribution channels,marketing is relatively single,the cause of the problems mainly include: marketing concept and consciousness lag,the lack of professional marketing talents,inadequate market research work,relationship marketing mechanism is not sound;Finally,the author puts forward the specific path of marketing strategy optimization of Z commercial bank from the aspects of product structure,marketing cost,marketing channel and marketing means,so as to achieve deep integration of banking financial business and Internet technology,serve customers better with local products,and realize their transformation goals.