Research On Marketing Strategy Of JX Bank Under The Background Of Internet Finance

With the rapid development of the Internet,Internet finance has gradually became known to a wider public in recent years,affecting the development of traditional financial industry.Internet finance is a more democratic financial model with numerous advantages,such as decentralization,sharing,openness and equality.It has potential positive value to financial economy in many aspects,such as alleviating information asymmetry,enriching investment and financing methods,improving transaction efficiency and optimizing resource allocation.The rapid development of Internet finance,the influx of a large number of foreign banks,trade friction between China and the United States make the competitions between commercial banks,especially urban commercial Banks become increasingly competitive.In order to gain a dominant position in the fierce competitive environment,commercial banks have to surpass the traditional industrial competition,develop new market strategies and innovate marketing strategies.Recombination of marketing elements from the perspective of consumers to improve customer experience and achieve transformation and upgrading under the background of Internet finance.According to a government report in 2019,the state supports large commercial Banks to replenish capital through multiple channels,increase credit lending capacity,reduce loan costs,accurately and effectively support the development of the real economy,and solve the financing difficulties of small and micro businesses.This requirement is an important measure for the country to stabilize growth,protect employment and adjust the structure.It also marks a new guidance for the development strategy and direction of commercial Banks.Jiangxi province,as an important region in central China,undertakes the Pearl river delta and Yangtze river delta.And its economic development cannot be separated from the participation and support of financial institutions.JX bank is the first provincial corporate bank in Jiangxi.In December 2015,the people's government of Jiangxi approved the merger of Jingdezhen commercial bank,which was officially renamed JX bank from Nanchang bank.The original purpose of the city commercial bank is to serve the local economy,small and medium enterprises and residents.As a city commercial bank,it's meaningful for local economic development to occupy a spot in the competition of banks.In consideration of the strategic layout of the bank and in response to the national call for financial inclusion,JX bank established the "Blue ocean action" in 2019 to build county branches,and launched the pilot work of rural finance to develop financial inclusion in rural areas.But there is still a gap in market share and customer recognition.Based on the 7P theory,this paper explores the marketing strategy of JX bank under the background of Internet finance through the analysis of product innovation,business process optimization,resource allocation,differential pricing and network channel construction.Through looking up references and studying on the spot,this paper takes the marketing strategy of JX bank under the background of Internet finance as an example to analyze the strategic choice,product innovation,talent cultivation and other aspects of urban commercial Banks,so as to provide reference and guidance for the future development of Banks.At the same time,it also provides reference for the development of other city commercial Banks.