Formulating The Marketing Strategy Of Wealth Investment Business Of SPD Bank In The Context Of Internet Finance

At present,Internet technology has developed rapidly,and the process of accelerating integration with the financial industry.P2 P online lending and third-party payment and crowdfunding and other Internet financial models are based on innovative Internet thinking and enhance customer experience and interaction.At the core of optimizing the shared operation mode,high-efficiency financial forces can be generated,which poses severe challenges for the development of China's banks,especially the marketing and wealth management business.Based on the background of rapid development of Internet finance,the focus of various banks in the period of reform and transformation has become how to turn challenges into opportunities,and through the proactive marketing activities,the personal wealth management business can be quickly and sustainably developed.This research takes the personal financial management business of Shanghai Pudong Development Bank as the research object,adopts comparative analysis method,literature method and qualitative analysis method,expounds the domestic and international theories about internet finance and personal wealth management business,describes the reality of Shanghai Pudong Development Bank's marketing its business,and constructs PEST.And the SWOT model,analyze the macro environment of the development of its business,the advantages and disadvantages of the internal environment,the threats and opportunities faced by the external environment,and propose the 4P strategy for marketing its business,and organization structure,technology and human resources.Countermeasures,etc.