A Research On Marketing Strategy Of Commercial Banks Under The Background Of Internet Financing

The internet financing has been flourishing under China's "new normal"(China's current economy),which has impacted the traditional banks greatly.Against such a backdrop,traditional banks started to review their marketing strategies.Therefore,this study will focus on the topic how the traditional commercial banks should adjust their marketing strategies to meet the changes and compete in the market in the Internet Plus Age.Meanwhile,the commercial banks shall explore the possibility of integrating the traditional financing with the internet financing.Firstly,this study will use SWOT model to analyze the integration of traditional financing with the internet financing abroad,the domestic internet financing development,as well as the banking competition profile in Xiamen city and the strengths,weaknesses,opportunities and challenges faced by X Branch of I Bank,in order to provide some competitive marketing strategies for traditional commercial banks;secondly,this study will use 4Ps marketing strategy to find a practicable way for X Branch of I Bank;lastly,this study will propose supporting measures for the marketing strategy in the perspectives of finance,human resources,and optimized process and risk management.The research on the product,place,price and promotion of X Branch of I Bank has enriched the bank's traditional strategy and broaden its coverage under the background of internet financing.The study aims to find some practicable strategies for the traditional bank to consolidate its strengths,blaze new trails in financial service and become more competitive in the market.It is hoped that this study will provide marketing references for X Branch of I Bank and explore new thinking for the state commercial banks.