Research On Marketing Strategy Of Beijing Road Branch Of Bank Of China In Urumqi Under The Background Of Internet Finance

With the deepening of China's economic restructuring and industrial upgrading,China's banking industry is facing not only operational challenges,but also development opportunities.Especially,under the background of China's economy entering a new normal,the development of Internet finance plays a decisive role in China's banking industry.It should be pointed out that Internet finance can not only promote the transformation and upgrading of China's banking business from the demand side,but also further impel the innovation and reform of the banking industry from the supply side.Because Internet finance has the advantages of rich information and high efficiency,it poses a certain challenge to the traditional banking industry,especially to overcome many shortcomings of the traditional banking business.Therefore,the development of Internet finance can not only provide new opportunities for upgrading the transformation and upgrading of China's banking industry,but also point out a new direction for financial development.In particular,on the one hand,Internet finance uses its inherent potential advantages to improve the quality of the development of China's banking industry.On the other hand,along with the continuous emergence of opportunities,Internet finance can also promote the development of China's banking industry to a higher level by expanding the corresponding business directions and modes of commercial banks.This paper takes the behavior of Beijing Road Branch of Bank of China in Urumqi as an object of study.Firstly,it outlines the potential development status of Beijing Road Branch at the marketing level.Then,based on the classical 4P theory of marketing and the long tail theory,through PEST analysis method and SWOT model,it makes an in-depth analysis of the marketing status of Beijing Road Branch of Bank of China from both external and internal aspects,especially investigates China in depth.Advantages and disadvantages of banks relative to Internet finance.The research finds that the Beijing Road Branch of the Bank of China in Urumqi still has relatively strong financial strength,stricter supervision mechanism,excellent credit system and strong wind control ability.However,it needs to be pointed out that its shortcomings are also more prominent,especially the marketing model is relatively traditional,and there are still some disadvantages of innovation deficiencies compared with the same sector.Further,taking the development of Internet finance as an opportunity,this paper incorporates the characteristics of Internet development into the marketing model of the Beijing Road Branch of the Bank of China,Urumqi.This paper argues that the Beijing Road Branch of the Bank of China can optimize the traditional marketing model by developing Internet finance.This paper also finds that we can't learn from the foundation of Internet finance development overnight,but should complement and improve it according to the development characteristics and potential disadvantages of the Beijing Road Branch of the Bank of China in Urumqi,and on the basis of Internet ideas,especially by comparing the original characteristics of Internet development with the marketing characteristics of the Beijing Road Branch of the Bank of China in Urumqi.With this,we can optimize the marketing of the Beijing Road Branch of Bank of China in Urumqi under the background of the development of Internet finance.Finally,based on the above research conclusions,this paper puts forward specific and detailed countermeasures and suggestions on how to improve the marketing status of the Beijing Road Branch of Bank of China in Urumqi under the background of Internet finance,especially in the aspects of marketing strategy,product strategy,price strategy and communication strategy transformation,which is helpful to promote the Beijing Road Branch of Bank of China in Urumqi.It is hoped that under the background of the Internet era,some ideas and methods will be provided for the future development and the formation of new competitiveness of the Beijing Road Branch of the Bank of China in Urumqi.