Research On Marketing Strategy Of Intelligent Financial Products Of Bank Z

In order to open up new business areas and enhance the competitiveness of Z Bank in the field of retail business,Z Bank has also introduced intelligent financial products.Because it is a new business,and similar products have been introduced in the industry,how to quickly let customers know and occupy their minds has become the biggest problem faced by Z Bank.Therefore,it is of great practical significance to study how to formulate marketing strategies with competitive advantages for the new product sales of Bank Z.This paper analyses the development status of intelligent financial products of Bank Z,and uses PEST analysis model to analyze the macro-environment of intelligent financial products,including:development environment and industry supervision policy,China's economic environment in the new era,and the cultural environment changed by the application of new technologies in society,including ideology,value orientation,behavior mode,etc.Big data and artificial intelligence are replaced.Table of emerging technology environment.Next,we analyze the competitive environment of the industry,mainly internal and inter-industry competition.On the one hand,the competition among commercial banks,and on the other hand,we should vigorously develop intelligent investment products such as start-up companies and securities companies.After that,the demand of customers for intelligent financial products is analyzed,especially the life style,consumption concept and investment concept of the people after 80/90 whose growth environment is superior and changes.Then the SWOT analysis of Z Bank's intelligent investment and financial products marketing is carried out.Next,the status quo of Z Bank's intelligent investment in financial products sales is analyzed with 4P theory of marketing management.Then it analyses the problems existing in the marketing strategy of Z Bank's intelligent financial products,mainly from the product brand,sales channels,in-house policy guidance,sales personnel and other aspects.In view of these problems,this paper analyses the causes of these problems from the aspects of performance appraisal,marketing concept,product positioning and professional talents.Finally,according to the 4P theory,this paper puts forward some suggestions on the adjustment of the marketing strategy of Z Bank's intelligent financial products.In the hope of promoting the development of Z Bank's intelligent financial products business,the intelligent financial products as an important fulcrum of the strategic layout of the retail line,driving the sale of other financial products,become an important weapon to expand the brand influence of Z Bank.