Research On Marketing Strategy Of MS Direct Bank

In recent years,the rapid popularization of the Internet in China has affected clothing,food,housing,transportation,and other aspects,of course,the financial industry is no exception.The rapid rise of Internet finance makes the traditional financial industry feel unprecedented pressure,which requires mutual integration and cross-border cooperation.Under the background of the vigorous development of Internet finance,the direct bank came into being.The main research object of this paper is MS direct bank.First,from the concept of direct bank and the research results of domestic and foreign scholars,this paper analyzes the current situation and market environment of MS bank.Through the analysis of macro-environment,internal environment,and competitive environment,it puts forward the problems of direct bank.There are 12 charts and 13 tables in this paper.Through the chart form,we can see the data changes and trends intuitively,which is conducive to data analysis.Through the methods of the questionnaire,field investigation and comparative analysis,I analyzed 396 recovered questionnaires.Through SPSS software,I tested the reliability and validity of 96 valid questionnaires.The reliability value is 0.891 and the validity value is 0.858,which shows that the questionnaire survey is credible and effective.At the same time,by analyzing the development of MS bank's direct banks,other direct banks,Internet financial enterprises,and the bank's traditional business,this paper analyzes the existing problems of MS direct bank from six aspects: potential risks,product structure,brand awareness and popularity,marketing channels,customer experience and professional talents.The problems are mainly reflected in the following aspects:first,the potential risk is high,which is analyzed from the four aspects of technology,business,compliance,and reputation,to improve the risk of direct selling banks It is revealed in depth.Today,with the rapid development of the Internet,network security will be an important issue to test the development of MS direct bank;second,the product innovation ability of MS direct bank is not strong,the homogeneity is serious,the competitiveness is not strong in the market,and there are business conflicts with the parent bank;third,the brand awareness is not high,and the customers know little about the direct selling bank;fourth,the marketing channel is single,which mainly relies on the offline outlets to drive and the whole staff to claim the task to carry out the marketing of direct selling banks,and the development of online channels isinsufficient;fifth,the customers' satisfaction with MS bank's direct selling bank is not high,and they think the account opening process is relatively complicated There are defects in product design,and the product introduction is not detailed and comprehensive;sixth,the lack of cross-border talents,who understand both financial services and Internet technology,is not conducive to the long-term development of MS bank's direct banking.Secondly,this paper gives the corresponding solutions to the problems and loopholes of MS direct bank,which are mainly reflected in improving product innovation,increasing marketing efforts,expanding marketing channels,optimizing service strategies,improving risk control system,strengthening the construction of talent team,etc.Finally,the paper summarizes the research content,puts forward the shortcomings and prospects for the future,hoping to guide the development of direct banks through this study.