Research On Internet Marketing Strategy Of Retail Business Of SD Rural Commercial Bank

Emerging businesses such as Internet sales and mobile payment have shown a strong momentum of growth with the advent of mobile internet,e-commerce and the rapid popularization of mobile phone.The internet financial ecosystem has been established through mobile payment,supply chain finance and big data services,which change the traditional financial theories like financial products,financial services and financial system.At the same time,the development of late-model financial servant mind-set,like Internet finance and mobile payment,for instance,has greatly affected the evolution of profit model of traditional commercial banks.The emergence of convergence of Internet technology and finance spawns large numbers of new products,new models and records of new business growth,making competitive landscape more complicated in financial industry than before.The predominance of Internet financial models in technology application,product innovation and customer mining has prompted commercial banks to change their traditional business operations,sales and service models.This paper chooses SD rural commercial banks with typical characteristics of small and medium-sized financial institutions in rural areas as the foothold,and discusses establishing a transition path of Internet characteristics of retail business in line with the county economy and rural economy characteristics.In accordance with research approach of "theoretical research-ask questions-analyze problems-solve them" and having the target market strategy,marketing strategy and service marketing as the theoretical foundation,this paper expounded the concept of retail business related to Internet marketing and analyses SD rural commercial banks how to use internet technology to create and optimize the retail business marketing model under the pressure of financial competition,the impact of the Internet,the challenge of declining retail market share,loss of basic retail customers and declining comprehensive competitiveness.In analyzing and solving the problems,this paper elaborates the macro and micro environment of retail business of SD rural commercial banks,studies present status and existing problems of retail business Internet marketing of SD rural commercial banks from aspects of product system,system basis,business promotion and business development,and research the characteristics of target market and the key orientation with the rural markets,towns and county markets,urban markets and community markets as the level.According to 7P marketing mix theory proposed by Booms and Bitner,this paper analyzes the marketing strategy of mixing SD rural commercial banks retail business and the Internet in seven aspects such as product,pricing,channel,promotion,personnel,effective display and service process.In terms of marketing safeguards,SD rural commercial banks closely follows the principle of inclusive finance and promotes integrated service measures such as internet marketing of financial products,promotion of financial knowledge,sales of e-commerce platforms,payment and settlement.SD rural commercial banks should intensify research on regional specialties,analyze comprehensively the aspects of economic support industries,well-known local specialty products,tourism and cultural industry services in the region,refine customer needs,improve the tripartite cooperation process,utilize Internet channels to provide differentiated products and service marketing strategies Furthermore,they could strengthen risk control of internet marketing channels,optimize IT support,enhance the transparency of Internet financial information,make full use of various channels to make risk alert to customers,and continue to popularize the Internet financial security knowledge of rural residents and community residents.Through the research on the Internet marketing of SD rural commercial bank retail business,it is helpful to face the challenges of increasing financial competition pressure,the decline of retail market share,the loss of basic retail customers,and the decline of comprehensive competitiveness,recognizing the shortcomings in business development,it has played an active role in using Internet technology to create and optimize retail marketing models,transform marketing ideas,and carry out business innovation,and has guiding and reference significance for other rural small and medium-sized financial institutions to develop retail business.