| Science and technology promote the change and evolution of the era.The rapid development of mobile Internet technology is constantly reshaping all aspects of social production and life.The use of Internet information is permeated in all fields of the world,and banks are no exception.On the one hand,influenced by the popularization of financial knowledge,financial customers are becoming more and more young,their financial and wealth management awareness is growing,their financial consumption habits are changing,and their financial demand is increasing.Financial customers are keen to interact with banks and choose financial products and services through a variety of ways;On the other hand,after the deep combination of "Internet plus+traditional commercial banks",the influence of regional restrictions on bank business has weakened,but the homogenized financial products and the original marketing methods have been difficult to stimulate the enthusiasm of users,consumers have not met the inherent products,there has been demand differentiation,and they want to buy personalized products.Therefore,banks are in urgent need of providing more diversified products for target customers and achieving precise marketing.At the same time,many emerging financial industries are also rising rapidly,especially Tencent,Ali,etc.Their development has brought unprecedented pressure and challenges to the traditional banking industry.If the traditional banking industry wants to stand out under pressure and continue to survive and develop,it must change to the development model of precision marketing.Now,all banks have successively put forward precision marketing strategies,but there are still shortcomings,unable to meet customer needs.Therefore,this paper takes Xuzhou Branch of Bank Z as the starting point,proposes the optimization and upgrading of marketing strategies,which is also a breakthrough for commercial banks to increase their core competitiveness,and has important practical significance for the rapid development of Xuzhou Branch of Bank Z.This paper describes the current marketing situation of Xuzhou Branch of Bank Z,analyzes the marketing environment by using SWOT model,and believes that more accurate,high-quality and customized services can be provided for customers by creating exclusive marketing channels,optimizing business processes and product quality,changing marketing ideas and other strategies;Combined with questionnaire survey and in-depth interview,we learned the views and attitudes of customers and bank insiders on the current marketing,summarized the problems in the current marketing of Xuzhou Branch of Z Bank,and analyzed the reasons;By enumerating the specific typical cases of China Construction Bank and China Merchants Bank,it analyzes and draws lessons from the marketing experience of other commercial banks;The STP theory is used to further subdivide the customer market,focus on the target market of commercial banks,position itself in big data business marketing,analyze the marketing optimization strategy in combination with the innovation of products,prices,channels and promotions in the 4P theory,summarize and propose safeguards in terms of institutions,systems,customer relations,network security,etc. |
