| Under the new economic environment,China’s financial market continues to deepen reforms,new technologies are developing rapidly,and financial payment methods have undergone tremendous changes.The rapid development of Internet finance has intensified competition among banks and has also spawned various types of bank financial institutions.Bring huge challenges to traditional commercial banks.Marketing is an important link in the business development of commercial banks.Under the background of the new era and new economy,how to optimize marketing strategies and improve market competitiveness is particularly important.Commercial banks are also trying to provide customers with more personalized financial services and products to meet market needs,and to maintain contact with customers through differentiated and innovative services to improve market competitiveness.How to maintain sustained growth,get rid of increasingly homogeneous,and gain a place in fierce market competition,commercial banks need to analyze target markets and customer groups,determine marketing strategies,and strengthen service innovation marketing methods.Bank G is China’s first batch of domestic commercial banks.It officially entered Jiangxi in 2016.After nearly five years of development,with the continuous economic development of Jiangxi Province,Bank G has gradually grown into an influential provincial financial institution.However,as a commercial bank that was newly established in Jiangxi and is developing,it is relatively small in the local market,and there is huge pressure on marketing and development.This article uses G Bank Nanchang branch as an example to analyze the marketing innovation model.Mainly starting from the current situation and problems of the marketing strategy of G Bank Nanchang branch,analyzing the bank’s deficiencies in various aspects such as products,prices,services,channels and management,on this basis,using the PEST method SWOT analysis method to analyze Its macro marketing environment,as well as the marketing advantages,disadvantages,opportunities and challenges of G Bank Nanchang Branch,and propose corresponding optimization countermeasures.Discuss the combination of its advantageous and characteristic resources in the context of propose corresponding strategies from products,prices,channels and promotions,including balancing product structure,improving innovation mechanisms,differentiated pricing,distinctive pricing,improving information technology means,promoting e-banking,Improve the quality of sales promotion,improve the quality of the team,etc.It provides a certain reference for the practice of G Bank Nanchang Branch. |
