| In recent years,the innovation of financial science and technology is changing with each passing day.The competition of Internet finance is very severe.With the development of new technology such as big data,artificial intelligence,cloud computing and block chain and the emergence of new financial entities,the development of traditional commercial banks are facing great challenges.In this context,it is particularly important for commercial banks to further learn lessons from platform thinking,build a full market marketing strategy with the new thinking of scenarios,and further enhance their competitiveness.This paper analyzes the existing problems in the marketing strategy of Bank J through the classic 4P theory of marketing,and obtains the ideas and inspirations from relationship marketing to develop the new form of social media relationship marketing,and analyzes industry environment of Bank J by using Potter's five force model,analyze the advantages and opportunities,weaknesses and challenges facing the marketing process of Bank J using the SWOT model;Facing the problems such as serious product homogenization,lack of innovation in marketing channels,passive pricing model,limited communication methods and bad customer service quality.Bank J should try to build three major platforms,strengthen innovation,highlight differential key products,accelerate iterative renewal,simplify process design,promote network transformation,build mobile finance,strengthen O2 O integration,integrate multi-channels using cloud marketing,and realize differentiation of the price through dynamic pricing;develop measures to optimize communication,such as scenario,social media,precision marketing,cross marketing and content marketing,improve customer service.Finally,it provides guarantee measures for the above marketing strategy optimization scheme to ensure the effective landing of the scheme from three aspects,which are organizational system,HR,risk control. |
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