Research On Optimization Of Online Marketing Strategy For ZS Bank’s Wealth Management Products

At present,the development of the internet has promoted innovation in the financial industry.Many commercial banks actively use internet platforms to sell wealth management products and seize market share.ZS Bank’s online marketing of wealth management products started late,with short marketing service times and many problems in online marketing.Therefore,it is urgent to optimize the online marketing strategies of wealth management products.Firstly,the thesis analyzes the current situation of online marketing of financial products of ZS Bank in detail,uses the method of questionnaire survey,analyzes customer satisfaction,and finds that customer satisfaction is very low,which indicates that there are problems in online marketing of financial products of ZS Bank,such as less types of financial products,high price of financial products,narrow marketing service channels,less frequency of promotional activities,weak professional level of financial product service personnel,and low attraction of tangible display,The service process is not standardized.Secondly,the thesis deeply analyzes the reasons for the problems in the online marketing strategy of the financial products of Zhejiang Commercial Bank.These online financial products have a high degree of homogeneity,a low level of differentiation,inflexible prices of financial products,weak marketing channel construction,backward concepts and methods of online promotion,unsound marketing service team,backward physical display technology,and weak service marketing awareness.Thirdly,the thesis puts forward the countermeasures to improve the financial management products of ZS Bank,designs and develops exclusive online financial management products,and improves the personalized and combined design ability of financial management products;Formulate differentiated pricing mechanism for wealth management products,flexibly adjust product prices and product returns,reduce product marketing costs,and increase market share;Further strengthen the analysis and application of online marketing data,effectively improve the service quality,actively create We Chat public platform and microblog platform,and improve the marketing channel coverage;Increase the amount of online advertising,strengthen the microblog promotion in the era of We-media,strengthen the online marketing publicity of new media such as short videos,and further deepen the online and offline linkage marketing;Strengthen the recruitment and training of excellent teams,and strengthen the incentive level of marketing teams;Introduce more advanced technology to improve the product handling navigation and display the brand image related to the financial products of Zhejiang Commercial Bank;Further standardize the service process of online marketing of wealth management products,improve response time,reduce customer waiting time,and improve customer service perception.There are many problems in the online marketing of financial products of ZS Bank,and the reasons for the problems are also very complex.Therefore,based on the STP theory and 7Ps theory,the thesis optimizes the online marketing measures of financial products of ZS Bank after the market segmentation,target market determination and market positioning of financial products of ZS Bank,with a view to improving the online marketing level of financial products of the bank,and can also provide reference for other banks.