Research On Marketing Strategy Of Internet Finance Business In G Bank Heilongjiang Branch

In recent years,with the active involvement of Internet companies such as Alipay and We Chat in financial business,the explosive development of Internet financial business has been promoted,and the continuous application of big data has opened a new model of Internet financial marketing in an all-round way,internet financial products such as “Yu’e Bao”,“Ma Yi Hua Bei”and “Micro loan”have reached more and more users.With the advantages of innovative products,full-line services and convenient and quick user experience,occupying the position of traditional commercial banks in a sudden and sudden manner,it has greatly shaken the financial position of traditional commercial banks.As a state-owned Commercial Bank,G bank is facing the situation of explosive development of Internet finance,the Internet finance strategy was formulated earlier,while the economic development in Heilongjiang,an old industrial base is slow.The Internet Finance Business Development and marketing results of G Bank Heilongjiang branch are dissatisfied,therefore,it is urgent to study the Internet Financial Business Marketing Strategy of G Bank Heilongjiang Branch.Based on the theory of marketing strategy,this paper makes an in-depth study of Internet financial business of G bank Heilongjiang branch by using questionnaire survey,Comparative Analysis and Literature Research.First of all,the article analyzes the basic situation of Internet financial business of G Bank Heilongjiang branch,and clarifies the problems existing in products,prices,promotion and channels of Internet financial business of G Bank Heilongjiang branch,the reasons of the problems are analyzed.Secondly,it analyzes the internal and External Marketing Environment of g bank Heilongjiang branch using PEST,Porter’s five forces,SWOT model,and then,combined with the Internet financial business target market and strategic positioning analysis,it has formulated four specific marketing strategies,namely,developing personalized products based on customer needs,implementing differential and comprehensive pricing based on big data,implementing precise and exclusive marketing channels,and implementing diversified promotion based on the characteristics of the Times,in order to ensure the success of the marketing strategy,from the organizational system,personnel,resources input,related facilities put forward targeted measures.