Anlysis Of The Impact By Internet Finance On Bank A’s Marketing Strategy

There are more and more internet finance innovative products recent years, for instance: Alibaba-Micro Credit, which is a innovative product in the field of mini-lending; Alipay and Tenpay, which embody third-party payments, are innovate by the internet companies in the field of traditional bank payment and settlement; Internet wealth management, which is represented by Alibaba’s Yuebao, is financial product innovation to the traditional mode of funds on a commission basis. All of these adumbrate Internet financial gradually break the traditional monopoly of the financial business, which bring the strongest impact to the commercial Banks. Due to all these innovative products by the internet companies,the traditional commercial banks have a shock in many fields, including the payment, deposit business, loan business and bank wealth management business. Under the background of the Internet financial shocks, traditional commercial banks should use the internet technology to make progress and meet customer demand. How to solve these problems is the meaning of this paper.Based on the related theory of marketing strategy as the background, first of all, this paper analyze the competitive environment, which based on the SWOT model. And then, this paper studies the influence by the internet finance in the fields of payment intermediary, deposit business, loan business and intermediary business. Take Bank A as an example, this paper studies the influence, especially the influence in marketing strategy. Afterward, this paper studies the problems of the traditional commercial banks in the fields of product, place, pricing and spread and how to solve these problems. At last, this paper studies how to take measures to ensure all the marketing strategies above can be implemented well.