| With the continuous development of Internet technology,Internet has been basically popularized,Internet finance has gradually entered people’s vision,and the market share is growing at a high speed.This paper takes the marketing strategy of the Internet financial products of LM branch of Agricultural Bank of China as the research object.In order to analyze the problems existing in the marketing process of the Internet financial products of LM branch and work out the solutions,PEST analysis and SWOT analysis are used in this paper.The specific research contents are as follows:(1)using the long tail theory,LM branch tends to big customers and loses a lot of "long tail" The customer’s behavior is explained;(2)the Internet of LM branch is analyzed by reference to 7p marketing theory Problems existing in the marketing process of financial products;(3)the political,economic,social and technological environment of marketing internet financial products is analyzed in detail by PEST analysis;the advantages,disadvantages,opportunities and threats in the marketing process of LM branch of Agricultural Bank of China are analyzed by SWOT analysis;(4)referring to STP theory,this paper puts forward some strategies of market positioning and market segmentation according to the marketing situation of LM sub branch;(5)using 7p marketing theory,this paper puts forward some specific strategies to optimize the marketing mode of LM sub branch.The research results of this paper are as follows:(1)when banks sell Internet financial products,they are more inclined to the "head" customers with less amount of capital investment,and for the "head" customers with large amount of capital investment but small amount of capital investment A large number of "long tail" customers do not pay enough attention,resulting in the loss of a large number of customers;(2)LM branch’s Internet financial products have product and price problems,products The actual rate of return is not as good as the products of the third-party financing platform,the product price competitiveness is low,and there are certain deficiencies in marketing work such as promotion,channel,publicity process,personnel,physical display,etc.,which leads to the lack of market awareness of the products.However,because the Internet financial products of LM sub branch are guaranteed by the Agricultural Bank of China,the product security is high;(3)from the perspective of politics,economy,society and technology,China’s external environment for the development of Internet financial products is good,in a good development environment,LM branch’s external competitors are also beginning to appear in large numbers;(4)based on STP theory,this paper puts forward Some strategies to help LM sub branch to achieve market positioning and market segmentation are helpful to seize the large number of "long tail" customers;(5)based on 7p marketing theory,some strategic measures are proposed to promote the marketing effect of LM sub branch’s Internet financial products from product,price,marketing and other aspects,such as establishing a professional marketing team,improving the tangible display work,etc.,for It can be used for reference in marketing.(6)In order to ensure that the Internet financial marketing strategy of LM branch of Agricultural Bank of China can be effectively implemented,the author combined with his own work experience,based on some factors that may affect the implementation effect of the marketing strategy at present,put forward some marketing strategy guarantee measures. |
