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

With the advantages of low cost,high efficiency and diversified business models,Internet finance has developed rapidly.A variety of Internet finance models have emerged,such as third-party payment,P2P online loan Platform,crowd-funding,digital currency and big data finance,which had a profound impact on the traditional financial industry,especially commercial banks.It’s product structure,service mode,management concept and service marketing model have been greatly impacted.Commercial banks are facing the problems of how to transform and what kind of transformation to chose.By the impact of Internet finance,China’s commercial banks have also rapidly adjusted their development strategies and actively embraced Internet finance.Bank G has made the key input in the development of financial technology,the development of online financial products,the expansion of online channels,the intellectualization of physical outlets and the creation of intelligent scenes,which provides a platform foundation for the optimization of service marketing strategy of branch Z.Based on the research object of Bank G branch Z,Firstly,on the basis of analyzing the domestic and foreign literature,forms the research background,purpose,ideas of this thesis.And determines the research method according to the Internet finance theory,personal financial business theory and service marketing theory.Secondly,this thesis elaborate the service marketing environment of Z branch of bank G by PEST and SWOT.And deeply analyzes the current situation,problems and causes of branch Z’s personal financial business service marketing through the data of questionnaire survey and the results of interview survey.Finally,according to 7Ps marketing theory this thesis propose a series of optimization strategy of personal financial business service marketing.Also propose supporting measures from the perspective of culture,technology,system,safety and talents,so as to ensure that strategy do real deep...