Research On Marketing Strategy Of Inclusive Financial Business In DL Branch Of GS Bank

In order to comply with the development requirements of the central government for inclusive financial business under the new situation,multiple types of inclusive financial products and services have been successively launched by commercial banks.Recent years,with the rapid development of inclusive financial business,some problems have gradually emerged in the traditional inclusive financial products and marketing model,such as serious product homogenization,weak innovation and breakthrough ability,limited channel ability and so on.As an important financial institution in Dalian,DL branch of GS Bank has gradually entered a bottleneck period in the development of inclusive financial business due to its inherent characteristics and business shortcomings in the marketing mode of inclusive financial business,and has fallen into a disadvantageous position in the context of Internet finance and fierce competition in the industry.Based on the background above,this thesis conducts a research on the marketing strategy of DL branch for inclusive financial business,which provides reference experience for financial institutions and the industry.Taking the inclusive financial business of DL branch of GS Bank as the research object,combined with internal and external environment analysis,this thesis identifies the practical problems and reasons existing in the marketing of inclusive financial business of DL branch through the methods of literature research,quantitative and qualitative analysis,and formulates the marketing strategy of inclusive financial business of DL branch.Firstly,this thesis introduces the current research status home and abroad,expounds the research contents and methods,introduces the concept of core theory and puts forward relevant theories,which provides a theoretical basis for the following problem analysis;Secondly,combined with data of the local policies,economy and industry of the DL branch,this thesis explore the macro,micro and competitive environment;Thirdly,the current situation of the inclusive financial business of DL branch of GS Banks is explained.Through data collection and analysis,this thesis generalizes that the bank has some problems in inclusive financial business marketing,such as serious product homogenization,lack of competitiveness in pricing,limitations in marketing channel construction,unsatisfactory promotion effect and low efficiency of business process.Through analysis,it is found that the possible reasons of these problems are lack of differentiated innovation of products,rigid pricing strategy,lack of strong marketing channel support,backward promotion concept and tedious business process;Finally,based on SWOT matrix and STP analysis,this thesis puts forward strategic suggestions from five aspects: optimization of the strategy of inclusive financial products,optimization of the price mechanism of inclusive financial products,optimization of the marketing channels,improvement of the promotion system of inclusive financial products and optimization of the business process.At the same time,safeguard measures for the implementation of the bank’s inclusive financial business marketing strategy are proposed from three aspects,namely personnel,technology and system.Though the analysis of the marketing strategy of inclusive financial business in grass-roots branches of state-owned banks,this thesis focuses on the difficulties encountered from the perspectives of inclusive financial business products and marketing efficiency,and puts forward some strategic suggestions,so as to provide some reference for other banks to solve similar problems.