Research On The Marketing Strategy Of Internet Financial Personal Business Of Rural Commercial Banks

With the rapid development of Internet finance,in order to cope with the impact of Internet finance,traditional commercial banks have gone to the Internet + road and launched various Internet financial products and services to seize the emerging market.As a local financial institution,rural commercial banks are also actively developing Internet finance business with their own characteristics.However,due to the influence of external environment and internal factors,the development of Internet finance of rural commercial banks is blocked and long.Thesis takes N rural commercial bank as an example to optimize the marketing strategy of Internet finance personal business of rural commercial bank.First of all,the author has studied a large number of theoretical research achievements of scholars in relevant fields at home and abroad.By collecting a large number of production and operation data of the bank in recent years,the author compares and analyzes the data related to the development of Internet finance personal business of other commercial banks and Internet finance companies.Based on the 7PS marketing theory,the author analyzes the current situation of the development of the bank’s Internet finance personal business and the problems in marketing.The author analyzes the problems existing in the Internet financial business marketing of N rural commercial bank,such as lack of innovation in product homogeneity,lack of competition and difference in pricing,channels to be optimized,lack of promotion strategies,lack of professionals,poor process experience and insufficient physical display.Secondly,combining PEST analysis,five forces model and SWOT analysis model,thesis analyzes the macro environment,competitive environment and internal environment of N rural commercial bank,and finds out its advantages,disadvantages and existing opportunities and threats.Thesis finds that the bank is in a macro environment of stable political environment,slow economic development,high social recognition and rapid development of Internet technology.Meanwhile,its five forces in the competitive environment are gradually strengthened.This environment not only helps N rural commercial bank to develop Internet finance personal business,but also brings great competitive pressure and threat to the bank.Thesis analyzes that N rural commercial bank has great advantages in terms of business scale and geographical popularity,but it has disadvantages of weak scientific and technological strength,risk control ability and high cost.Under the opportunity of rapid development of Internet technology and great demand of market customers for Internet finance,it is also full of threats from various forces.Finally,thesis draws a conclusion that N rural commercial bank should give full play to its own operational advantages and seize the opportunity to develop personal business of Internet finance.By combining the long tail theory and the commercial bank marketing theory,the author puts forward optimization suggestions for the Internet finance personal business marketing strategy of N rural commercial bank,such as improving and innovating Internet financial products,dynamic and differential pricing,optimizing talent team construction,scientifically distributing and enriching channels,formulating assessment mechanisms,and establishing special departments.