Research On Marketing Strategy Of Direct Bank Of QS Bank Under The Internet Financial Environment

With the continuous strengthening of domestic financial innovation and reform in our country,Internet finance is moving forward at an extremely rapid pace.As traditional commercial banks,in order to realize their own transformation and upgrading,they will face various pressures arising from the continuous development of Internet finance and will develop The important direction of innovation in the Internet service model.However,how to realize the financial innovation under the Internet financial environment and how to solve the current dilemma facing the development direction and take a differentiated development path are the important problems to be solved urgently by many domestic banks.The innovation and development path of commercial banks not only faces the fierce competition with the same industry,but also faces the increasingly serious impact from the Internet companies,how to highlight the encirclement,clarify their position in the Internet competition and realize their own advantages effectively,It has also become the key to financial innovation in commercial banks.In the background of complicated competitions,the direct-selling bank has gradually emerged as the light-asset,low-cost,business-oriented and service-efficient one and has become the common choice of many commercial banks Internet companies to carry out effective competition.The birth of direct bank originated in the West.It has a long history in foreign countries and the model is mature.It can become an indispensable part of the financial market even after facing the serious impact of the financial crisis.In contrast,the development of domestic direct banks in China,although a number of joint-stock commercial banks,urban commercial banks,rural commercial banks have started to build their own direct bank,but it is still in the early stages of development,except for the development of a small minority direct selling banks,the vast majority has not yet formed a large-scale development,operation mode needs to be optimized,marketing strategy also needs to be adjusted,so this article in the direct bank marketing strategy research made,whether it is for the construction of domestic financial markets,or to promote The rapid development of commercial banks has both theoretical and practical significance.It has also become an innovation of this paper for the in-depth research and analysis of direct bank of QS bank and the feasible marketing strategy optimization scheme put forward.This paper chooses direct bank of QS bank as a research case,first of all,it describes the background,framework and research emphases of the research.Through the definition of Internet finance and direct bank,from the research of commercial bank marketing and direct bank,we reviewed the birth of direct selling banks,their operations abroad,and their development history in China.Secondly,focusing on the operation of direct banks at home and abroad,specifying the current operating mode selected by direct bank of QS Bank and briefly summarizing its characteristics,this paper introduces the current development achievements and product system of direct bank of QS bank,making it clear that at present,There are various problems,such as serious homogenization of products,a single marketing channel,a professional marketing team,and so on,and analyze the causes of the problems.Finally,through the analysis of the marketing environment of direct bank of QS bank,in view of its advantages and disadvantages,the opportunities and threats,put forward the corresponding optimization strategies,and put forward some suggestions on marketing concepts,organizational structure,human resources and information technology Four aspects of the implementation of the security measures for its better marketing in the current context to provide some ideas,but also hope to help direct bank of QS bank in many direct banks surrounded by more competitive advantages.