Research On The Service Marketing Strategies Of Small And Micro Customers Under The Background Of Internet Finance In H Bank

In the era of Internet finance and big data,the traditional financial industry has encountered an unprecedented impact.Traditional commercial banks are faced with fierce customer competition,offline marketing setbacks,declining commercial profits and other challenges.In this context,for commercial banks located in the second and third-tier cities and urban commercial banks rooted in regional operation,business sinking,intensive cultivation of micro and small,online and offline integration becomes the strategic choice of small and medium-sized city commercial banks.How to use digital means to integrate online and offline resources and provide quality and valuable service marketing strategies for small and micro customers is the key to the success of small and medium-sized city commercial banks.As a medium-sized local bank in Zhejiang Province,H Bank adheres to the business philosophy of "basing itself on small and micro businesses and serving local entity economy".For a long time,it has mainly expanded its traditional business by providing offline physical outlets with services,the development of small and micro financial business has gradually met difficulties and deficiencies.The thesis takes H bank small and micro financial services as the research object under the background of Internet finance,which summarizes the current situation of small and micro financial service marketing according to internal data and work reality,combs the opportunities,threats,advantages and disadvantages of SWOT analysis,and analyses the existing problems through the questionnaire investigation,interview investigation and interbank investigation.Combined with STP,7Ps,the customer satisfaction theory,the thesis puts forward H bank should adhere to the positioning of small and micro services,cultivate local and small micro customers,carry out the work in the choice of the target market and personalized marketing,improve the product development process,seize the Internet+financial opportunities,speed up product innovation,enrich product variety,promote online product development,implement differentiated interest rate pricing and set preferential adjustments for small and micro businesses,make good use of the preferential policies to fully cut rate,set up small and micro credit business process management system,further optimize credit business operation process,simplify loan procedures,accelerate the expansion of online marketing customer acquisition and service channels,effectively improve the service marketing of small and micro customers.Finally,put forward safeguard measures to ensure the orderly promotion of service marketing strategies optimization program.The thesis is about H bank small and micro customers oriented service marketing present situation under the background of Internet finance.The author analyses and researches on the problems of "pain points",puts forward optimizing suggestions,hopes H Bank raise focus on small and micro financial services,enhance core competitiveness and explore new ways,also for other small and medium-sized banks in the development of small and micro service marketing.