Research On The Marketing Strategy Of Comprehensive Financial Products Of Quanzhou Ping An Bank

In the Internet age,traditional financial companies must be brave in innovation,innovate financial service models,and expand financial services.The rapid development of the financial industry has also brought fierce competition.In order to achieve steady development,major financial companies have demonstrated their enthusiasm in mining customers and marketing methods.Although China’s financial market is very prosperous,the similarity of products launched by various financial companies is extremely high and lacks differentiation,which makes the competition among products in product marketing more intense.Therefore,in the Internet era,if Ping An Bank wants to make its comprehensive financial products have a place in the market,it must rely on Internet technology,innovative marketing models,and open up market space.This paper adopts literature analysis method and case analysis method,mainly taking Ping An Integrated Finance as the research object,and combining with the commercial development theory of foreign commercial banks’ online financial services to conduct research on Ping An Bank.Starting from the status quo of Ping An Bank’s comprehensive financial service marketing development,it points out the problems existing in Ping An Bank’s network financial marketing management process,and lays a framework for the network financial marketing system of Ping An’s comprehensive financial products,and proposes ideas and suggestions.After analysis,the paper draws the following conclusions: First,Quanzhou Ping An Bank has some problems,such as backward marketing concept,insufficient brand promotion and single marketing channel.Second,at present,Quanzhou Ping An Bank needs to improve the marketing capabilities of integrated financial products in the development of integrated finance.Third,this paper re-determines the market objectives and positioning of the bank’s comprehensive financial products,and proposes comprehensive financial product marketing strategies from the aspects of price,innovation,brand promotion,and channel expansion to enhance the marketing capabilities of its integrated financial products.