| With the rapid development of China's Internet,the online and offline integrated business model has quietly changed people's payment and consumption habits,and the public has put forward new requirements for commercial banks to provide rich,safe and convenient payment channels and services.In order to expand new channels of income,developing Internet financial platform has become the main direction of innovation and development of commercial banks.Using Internet financial platform,commercial banks can find a new way of Internet finance with Chinese characteristics.The emergence and development of Internet finance has a long-term impact on the operation and development of commercial banks.Commercial banks are accelerating the construction of Internet financial platform,according to their own business characteristics and customer needs,and constantly update the business functions of Internet financial platform.In this context,this paper defines the concept of Internet finance,summarizes the basic situation of China's commercial banks Internet financial platform,from business diversity,cross-border Internet financial platform,service convenience,low cost of customer access,payment scenarios diversity and lack of management mechanisms.This paper analyzes the characteristics of the Internet financial platform from the six aspects,and combines the development characteristics of China's commercial banks,elaborates the characteristics of commercial banks in China Internet financial platform from the two aspects of platform fund security and business initiative transfer,and from the brand strategy,product strategy,price strategy,channel strategy,customer service strategy five aspects to build our internet financial platform marketing strategy analysis framework.This paper takes ICBC Finance e-contact platform as an example,chooses ICBC A branch as the research object,and analyzes the marketing strategy of China's commercial banks Internet financial platform.This paper expounds the development status and course of ICBC Finance e-contact platform business of A branch,analyzes the marketing strategy of ICBC Finance e-contact platform of A branch from five aspects: brand,product,promotion,channel and customer,and analyzes the effect of marketing strategy from both positive and negative aspects.Based on the questionnaire data obtained from the field survey,this paper analyzes the market situation of ICBC E-Union of ICBC A branch and the effect of the current marketing strategy.This paper analyzes the current marketing strategies of the ICBC Finance e-contact platform A branch from four aspects: product mix strategy,marketing channel strategy,target market strategy and product promotion strategy,and points out the shortcomings of the ICBC Finance e-contact platform brand strategy,product-centered customer search,single target customer and so on.Finally,the paper puts forward the marketing strategy optimization ideas and suggestions of ICBC Finance e-contact platform,mainly taking five measures: to establish prominent product brand strategy;to further optimize product mix strategy;to implement the "market expansion" oriented multi-promotion strategy,mainly including offline channel promotion strategy and network channel.Promotion strategy includes two aspects: establishing target market-oriented channel marketing strategy,which mainly includes three aspects: target market segmentation,target market selection,target market strategy;constructing customer-centered service marketing strategy,which mainly includes improving customer satisfaction and establishing service evaluation system.At the same time,this paper puts forward three measures to ensure the implementation of the marketing strategy of the ICBC Finance e-contact platform,including: increasing the inclination of marketing resources of the ICBC Finance e-contact platform,strengthening the construction of the marketing system of the ICBC Finance e-contact platform and enhancing the ability of the marketing team of the ICBC Finance e-contact platform... |
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