| With the continuous progress and development of society,Internet finance has become a key link in China’s economic development,and inevitably has caused a huge impact on the status of traditional banks.In the development trend of the Internet economy,commercial banks should correctly understand their advantages and characteristics,comply with the trend of the times,adapt to their own business needs,rationally utilize the Internet for optimization and reform,deeply tap data resources,optimize marketing strategies,promote transformation work under the background of the Internet,and ultimately achieve sustainable development of banks under the new situation.In this context,more and more commercial banks and other peer institutions have chosen to make changes in marketing strategies to cope with the increasingly complex marketing environment,relying more on Internet technology to adapt to the current changing environment and maintain the momentum of progress in subsequent development.Currently,for traditional commercial banks,this is an inevitable trend towards the path of transformation and development.This article takes Bank N as an introduction and focuses on relevant research on the optimization measures of commercial banks’ marketing strategies in the context of the rapid development of Internet finance.This article first outlines the research background and significance of this paper,and briefly introduces and summarizes relevant research ideas at home and abroad.Secondly,this article introduces the corresponding theoretical foundations,such as 4P marketing theory,relationship marketing theory,online marketing theory,PEST,and SWOT analysis model,laying a theoretical foundation for this article.After that,this article clarifies the development of Internet marketing in commercial banks,analyzes the current marketing situation of Bank N in the Internet environment,and then uses the PEST model to elaborate and analyze the macro environment of commercial banks.Secondly,it uses the SWOT model to analyze the internal advantages and disadvantages of Bank N,as well as external opportunities and threats,and then conducts corresponding quantitative analysis through the form of questionnaires,After analysis,it is concluded that a series of problems exist in the marketing of Bank N,including: lack of innovation in a single product,insufficient product price competition,fewer online marketing channels,relatively simple promotional methods,financial models to be improved,and marketing teams to be strengthened.It is mainly caused by the following factors: lagging marketing concepts and awareness,relatively lack of marketing talents,insufficient market research,and inadequate relationship marketing mechanism construction.It also proposes marketing strategy optimization countermeasures in terms of product,pricing,channel,and communication,and describes the results achieved after the implementation of the marketing strategy optimization work of Bank N,Analyzed the rationality of marketing strategy optimization of Bank N.The purpose of this article is to provide specific suggestions for Bank N’s marketing strategy optimization in the context of Internet finance.The rapid development of Internet finance is both a challenge and an opportunity for Bank N,so it is necessary to fully utilize the advantages of Internet finance,explore and innovate,implement differentiated pricing strategies for different customer groups,accelerate transformation,expand marketing channels,build brand advantages,promote scenario marketing,improve customer experience,and enhance its competitiveness.This has certain reference value and significance for the development and transformation of other commercial banks. |
