ICBC Retail Network Terminal Marketing Strategy Under The Background Of Internet Finance

The introduction of the new asset management policy in 2018 changed the concept of asset management products and further highlighted the functions of the asset issuer.The release of the new asset management policy puts new demands on the development of the retail industry of major banks.If the retail industry wants to develop rapidly,it must optimize the retail business structure and continuously improve the efficiency of the allocation of retail credit resources,so as to enhance the overall efficiency of the retail business.Level,driving the development of retail business.With the rapid development of Internet finance,it has brought certain opportunities to the development of ICBC's retail business.For ICBC,in the process of retail business development,it is necessary to make full use of the network marketing concept,apply intelligent information technology to the retail business marketing process,provide convenience for customers,and promote the development of bank retail business.However,the current situation of ICBC retail business network marketing is analyzed.It is found that most ICBC network marketing development is not very optimistic.Internet marketing lacks interactivity,personalization is weak,and interest is lacking.Start thinking about the problem.For ICBC retail business,in order to solve this problem,it is recommended to pay attention to the development of outlet terminal marketing strategy,make full use of intelligent information means and Internet information to achieve landing strategy,and thus better provide convenience for customers.This paper is based on the problems existing in the retail marketing of ICBC.It mainly uses many methods.The business department of SX,and the research on the status quo of outlet marketing is carried out.,which draws the following conclusions:First,the promotion effect of the retail business is not good.Second,the marketing of the retail business lacks interactivity.Third,the integration of the Internet and retail business lacks personalization.Fourth,the development of retail business network marketing cannot focus on the interests of customers.Development.According to the results of the field investigation,this paper proposes to apply the 4I theory in the process of terminal marketing of retail business outlets in SX Branch,and optimize the network marketing plan from four angles: individualization,interest,interaction and profit.From the perspective of customer demand,based on the 4I marketing concept,improving the network terminal marketing strategy will help promote the development of the retail business of the Industrial and Commercial Bank of SX Branch.