Research On Marketing Strategy Of Internet Finance Business In PA Bank

At present,at the same time of developing traditional businesses,commercial banks make financial innovations and launch Internet financial models with the help of the Internet.These are the trend of the times and an appropriate choice for the sustainable development of commercial banks.As a well-established but late-stage commercial bank,the PA Bank was discussed in this article has paid great attention to the development of Internet finance in recent years and has achieved good business performance.However,some unavoidable problems such as financial products homogenized is serious,marketing channel management lacks infrastructure,business processes,organizational support,promotion tools and marketing content lack of innovation,customer service system needs to be perfected.Based on this,this paper studies the Internet finance business in PA banks,focusing on the countermeasures to promote the sustainable development of Internet banking.It also has implications for other Banks.This paper under the guidance of corporate marketing theories,with the help of literatures analysis,cases analysis and other methods,focuses on the background of the PA bank's Internet finance,put forward the main problems in the current marketing of the PA bank's Internet finance business in the marketing development concept,business product service,online channel development,promotional program design,marketing capabilities Construction.The macro environment,industry environment,and the company's own environment are the basis of the analysis,through the SWOT analysis,a differentiated marketing path of the PA bank's internet finance business marketing was obtained.Through the STP strategy,it is clear that the marketing of the Internet banking business of PA Bank should strive to stabilize key customers,develop target customers into key customers,and develop general customers with promising development as target customers.Propose products,prices,channels,and sales promotion strategies of the PA Bank's internet finance business.Focusing on the Internet finance business,and gather various resources and capabilities of companies.They strive to increase marketing efforts in the Internet finance and occupy more market shares as soon as possible.In order to guarantee the implementation of the marketing strategy of the PA Bank,it is necessary to further optimize the organization,serve quality customers,innovate marketing techniques,manage and control cyber risks,and enhance marketing capabilities in order to achieve the goal and achieve the sustainable development.