Research On Internet Marketing Strategy Of Personal Financial Management Business Of GD Bank

With the increase of household income in China,more and more people choose to buy financial products in commercial banks,which also makes the marketing competition of financial products among commercial banks increasingly fierce,resulting in the continuous compression of income space.In the Internet plus era,commercial banks have begun to pay attention to using their network platform to promote their own financial products,and constantly innovate their marketing strategies,and strengthen their connection with the target market.GD bank has relatively mature personal financial products,but its omni-channel marketing strategy needs to be further improved and optimized.Based on this,this paper takes the personal financial products of GD bank as the research object,aiming at the problems existing in the marketing of personal financial products,and explores the specific strategies of network marketing.The first part of this paper puts forward the research problems,that is,the network marketing strategy of personal financial products of GD bank,including the research background,content,method,purpose and significance;The second part introduces the relevant theoretical basis,namely,financial intermediary theory and network community theory,summarizes the relevant literature,including the academic research status of personal financial products and online marketing of commercial banks,and analyzes the opportunities and challenges faced by the online marketing of personal financial products of domestic commercial banks;The third part introduces the general situation of GD bank,including its development process,the marketing status of financial products and the current situation of personal financial network marketing;The fourth part analyzes the personal financial business and its products of GD bank by using the methods of literature research,investigation and research,interspersed with social network analysis,including market segmentation,product development,reasonable pricing,marketing team and marketing system;The fifth part puts forward four strategies to improve the online marketing of personal financial products of GD bank,namely,innovating the concept of online marketing,improving the ability of product innovation,enriching sales channels and improving the level of scientific and technological application to meet customer needs,including improving the payment function of e-commerce platform,strengthening the function of mobile phone service Build GD Bank Internet platform and other measures with the current situation of personal financial network marketing;The sixth part summarizes the research problems and looks forward to the next research direction.The strategic suggestions put forward in this paper have certain practical guiding significance for GD bank,and the relevant research conclusions can also be used for reference by peers.