Research On The Marketing Strategy Of Commercial Banks’Consumer Finance Scenarios Under The Background Of Fintech

In recent years,the rise and development of financial technology,with its huge user base and big data technology,began to innovate consumer finance.Under the impact of modern financial technology,China’s commercial bank management ideas and management methods are changing.People’s life and work speed is faster and faster,and customers’ consumption concept and financial demand are also changing.It promotes the development of traditional banking business model,breaks the shackles of entity and business time,and realizes customers’ demand for fast access to financial services in different scenarios.Based on the Internet theories such as consumer finance theory and scenario marketing,and taking the development process of financial technology as the research background,this paper selects the behavior research object of Bank of China Ningxia Branch,and summarizes the development status of Bank of China Ningxia Branch in consumer finance by using the methods of literature reading,field investigation,questionnaire distribution,case study and other marketing analysis tools such as PEST analysis and SWOT analysis,Find the problems and deficiencies in the consumer finance scenario marketing market,use the core elements of scenario thinking,mine the scenario based implementation path of Bank of China Ningxia Branch,and put forward the corresponding scenario marketing strategy according to the implementation path.It is hoped that this study can promote the integration of consumer finance and scenario marketing of commercial banks,and provide ideas for their development strategies.