Research On Digital Marketing Strategy Of LK Rural Commercial Bank Retail Business

At present,digitalization is rapidly changing the competitive landscape of China’s banking industry.with the strengthening of supervision,the introduction of polices such as LPR and new capital management regulations,the interest difference between loans and deposits of China’s commercial banks is gradually decreasing.Even with policy support,the retail business is still not ideal.How to develop perfect digital marketing strategies,continuously expand customer resources,and continuously provide more efficient and high-quality services are the inevitable way for commercial banks to explore and develop at present and even in the future.Therefore,this paper attempts to provide some reference for the digital marketing strategy of commercial banks through the case analysis of LK Rural Commercial Bank.The research object of this paper takes LK Rural Commercial Bank as an example to analyze the current situation of digital marketing of LK Rural Commercial Bank retail business from the status of digital marketing strategy and digital marketing of retail business.Through questionnaire analysis method and field interview method,this paper analyzes the problems existing in digital marketing of retail business about the bank,namely,the mismatch between customer precision marketing and products,the barriers between terminal equipment and channel technology,and the disconnection between the penetration of consumer concept and service.The marketing environment of LK Rural Commercial Bank is studied from the macro,competition and internal environment,and the SWOT model is adopted to suggest LK Rural Commercial Bank to choose ST strategy in digital marketing,that is,to actively adapt to market changes,seize the opportunity of policy and technological progress,and give full play to its own advantages.Finally,the use of 7p marketing theory to LK Rural Commercial Bank retail business characteristics and the analysis of existing problems,put forward measures such as strengthening the digital product research and development,setting up to adapt to the promotion of the Internet,strongly promoting the construction of online channels,building digital marketing team,refactoring product marketing process and deepening the marketing scene and the safeguard measures from the technology,organization,mechanism,talent four aspects.