Research On Marketing Strategy Of Network Finance Business Of China Construction Bank Shihezi Branch

Internet finance is the organic integration of financial innovation and information technology,which has a profound impact on the development of the traditional financial industry.Under the new situation,commercial banks are facing new development opportunities and huge challenges.Accelerating the development of online financial services is an inevitable choice for commercial banks for transformation and development and has very important strategic significance.As an important state-owned joint-stock commercial bank in the financial system,China Construction Bank relies on Internet technology to continuously update financial products and services,cater to changing user needs,and actively respond to the impact of Internet finance.As a secondary branch in economically backward and remote areas,CCB Shihezi Branch is relatively backward in the development of Internet financial services.In order to implement the development plan of the head office and complete the established tasks and goals,it is necessary to actively formulate marketing strategies suitable for the online financial business in the region.This article analyzes the marketing of the network financial business of CCB Shihezi Branch from four parts.First,it introduces the definition,development status,and impact on traditional commercial banks of Internet finance;then,it analyzes the development goals,marketing status,and development trend of its network finance business with CCB Shihezi's behavior analysis objects,and through business performance,The content of the survey and interviews with two-thirds of employees of the online finance department,the survey and interviews with customers from six business outlets to stores,and the results of a questionnaire survey on marketers at the grass-roots business outlets analyze the current problems of online financial business marketing of CCB Shihezi Branch.Next,the SWOT analysis model was used to study the advantages and disadvantages of internal resources for the development of CCB Shihezi branch's network financial business,as well as the opportunities and challenges of the external environment,and to analyze the competitive environment faced by CCB Shihezi branch's development of network financial business.Shihezi area interbank and Internet companies' online financial business marketing strategies draw on advanced experience;finally,according to the strategic layout of CCB Xinjiang Branch in Internet finance,combined with the operational characteristics of Shihezi branch itself,from product,channel,price,promotion.Four aspects put forward strategies to strengthen the network financial business marketing of CCB Shihezi Branch,and formulate safeguard measures for the implementation of the strategy from three aspects of resources,systems and culture.Research shows that the development of Internet finance business of CCB Shihezi Branch is in a relatively backward state,with both advantages and disadvantages.To realize the rapid development of online financial services,Shihezi Construction Bank must implement the development plan of the head office and actively formulate the marketing strategy of the Internet financial business in the region according to local conditions,and provide comprehensive guarantee for the implementation of the strategy from multiple perspectives.Only in line with the development trend of Internet finance,and actively formulate marketing strategies and take corresponding measures to ensure the smooth implementation of strategies,commercial banks represented by China Construction Bank can develop to a new height.