Research On Precise Marketing Strategy Of DY Bank’s Personal Debt Business Under The Background Of Internet Finance

Along with our country economy high speed development,the scale of personal assets continue to increase,private investment from a single bank deposits,bonds and other low-risk investment channels,and gradually turned to the deposit,insurance,financial management,fund,stock,such as diversification mode,at the same time,as corporate debt risk exposure in recent years,a large number of banking institutions have change management strategy,promote the retail business transformation.At the same time,along with the Internet technology and the fusion of financial services,Internet financial support for the marketing service function is more and more strong,the banking institutions under the background of facing the competition pressure increase gradually,how to make good use of the Internet financial means to retail customers for effective analysis,precision marketing,and become an important direction of transform the retail of banking institutions.DY bank as local legal person bank institutions,in recent years gradually shift focus to the individual liabilities business marketing,but its deposits and money two kinds of main business in the local market scale personal liabilities appear the phenomenon of polarization,under the background of consumer financial investment awareness,personal debt products purchase demand presents the rising trend,As the industry competition continues to intensify and the development of Internet finance accelerates financial disintermediation,D Y Bank,as a traditional banking institution,is facing greater market competition pressure.In this article,through PEST analysis,SWOT analysis,five models,analysis tools such as analytic hierarchy process(ahp),the internal and external environment of DY bank personal liabilities business,customer satisfaction is analyzed,with the STP theory,the 4 c theory,customer lifetime theory and marketing theory as the foundation,and by means of this customer portrait exploration by strengthening Internet financial cooperation,Strengthen financial technology support,improve customer demand analysis level,from the four aspects of consumers,cost,convenience,communication,combined with DY Bank’s current operation and management situation and industry competition characteristics,develop and optimize nine specific marketing mix strategy,And from the optimized personal liabilities business management system,strengthen the marketing team personnel configuration,build a positive incentive mechanism,improve marketing work recognition,improve compliance awareness,enhance the level of network service,support the importance of science and technology,improving information security protection,enhance cooperation with external information channels,etc.,to formulate marketing strategy specific safeguard measures.