Research On The Optimization Of Sensory Marketing Strategy Of Bank Of Lanzhou Under The Internet Financial Environment

With the increasing impact of the traditional financial model of commercial banks on the impact of Internet finance,commercial banks are also looking for coping strategies to achieve business transformation based on traditional business,including: cross-border cooperation to seek cooperation and win-win,innovation to provide diversified services,banks The e-commerce platform expands channels,integrates resources to establish direct banking,and utilizes data value to enhance service capabilities.However,with the re-emergence of financial supervision,the development momentum of Internet finance has been curbed.At the same time,the transformation of business innovation in traditional banking has begun to change,and a new era of innovation technology leadership and service concept upgrading has come.Therefore,Internet finance is not only an impact on the banking industry,but also a spur to let Bank of Lanzhou try to abandon the traditional marketing ideas and innovate the use of sensory marketing,but there are many problems in the practice process,and the effect is not obvious.Sensory marketing theory requires enterprises to implement different marketing strategies from the five aspects of “visual,auditory,tactile,taste,and smell” in the process of business activities,in order to bring consumers a full-scale three-dimensional service experience.Specifically,it closely integrates the core value of the enterprise with the sensory experience of the consumer,allowing consumers to continuously and consistently receive the information concept that the enterprise wants to convey,and establish a strong and loyal relationship between the consumer and the enterprise,thereby further promoting Product marketing.This paper first introduces the sensory marketing theory,compares the shortcomings in the application of traditional marketing theory,and then lays a theoretical foundation for the subsequent optimization research strategy.Secondly,through the analysis of the marketing status of Bank of Lanzhou under the background of internet finance,it shows that Bank of Lanzhou lacks innovative marketing thinking and marketing strategy in the process of innovation and transformation,and it is necessary to adopt sensory marketing strategy.Finally,through the empirical investigation and research on the problems existing in the current sensory marketing application process of Bank of Lanzhou,the existing problems are analyzed,and the sensory marketing strategy is optimized,and the implementation guarantee of sensory marketing strategy optimization is briefly analyzed.The full text of the research on this topic presents a gradual and in-depth study.Through the comparison of traditional marketing theory with sensory marketing theory,the advanced nature of sensory marketing theory is obtained.Through the analysis of the current marketing status,sensory marketing presents the traditional marketing strategy.The "untouchable" problem is targeted;finally,through the analysis of the causes of the problems in the practice of sensory strategies,the optimization strategy of sensory marketing is further introduced.It is not difficult to see through the research process that the traditional marketing model does not propose a clear solution to the “untouchability” of the process.With the gradual deepening of Internet finance,the “untouchable” challenge faced by the traditional banking industry is further In-depth,therefore,the proposed sensory marketing optimization strategy is targeted and applicable.