Study On The Marketing Strategy Of XA Financial Branch Network Zheshang Bank

The vigorous development of Internet technology and the wide application of big data technology have brought new opportunities and wider space for the development of the financial business of the banking industry.Network economic prosperity and development of the industry also increased competition between the face of increasingly complex marketing environment and fierce competition in the market,the domestic banks are facing a more severe test.Zheshang bank XA branch,how to seize the opportunities in the network economy,fully meet customer needs based on obtaining enough market share,has become an urgent problem to solve.The Zheshang bank XA branch as the research object,through the analysis of the existing in the marketing process of network marketing present situation of financial market and the problems in the market,target market selection and market positioning segment,Zheshang bank XA branch market,based on the proposed marketing strategy with the network financial market and corresponding measures.Firstly,the banking market marketing of domestic and foreign literature and marketing related theory in detail,and lay a theoretical foundation for this research;secondly,the analysis of the Zheshang bank XA branch network financial market based on the present situation,discovered the existence of Zheshang bank XA branch at this stage the main problem a:(1)marketing product homogeneity serious;(2)the pricing mechanism is not flexible;(3)the lack of integration and optimization of channel construction;(4)promotion means is not perfect.Again,aiming at the problems in the marketing,through the analysis of marketing environment,using the theory of STP segment from the enterprise and individual customers to Zheshang bank XA branch of the target market,then according to the selection and market positioning of the target market of banking operation;to 4P marketing theory,from the product,price,channel and promotion for the four aspects to formulate corresponding marketing strategy;finally,the security mechanism for the implementation of Zheshang bank XA branch network financial marketing strategies from the perfect enterprise internal system,optimizing organization structure,build a high-quality team,to build a dynamic information system.This paper studies the strategy of Zhe shang bank XA branch network financial marketing activities.The conclusion not only has important significance for the bank to deal with the competition and challenge,but also has certain reference value and reference value to the joint-stock commercial banks in the financial marketing activities.