Font Size: a A A

Research On Digital Marketing Transformation Of GS Bank Retail Business

Posted on:2024-09-04Degree:MasterType:Thesis
Country:ChinaCandidate:X Y YangFull Text:PDF
GTID:2569307112969869Subject:Business Administration
Abstract/Summary:PDF Full Text Request
With the advent of the era of 5G,big data and cloud computing,people’s daily activities and economic management activities have undergone great changes.The outbreak of the COVID-19 epidemic in 2020 has further accelerated the speed of economic transfer from offline to online.People have accepted and adapted to the wisdom represented by smartphones without leaving home.Able to use terminal equipment to handle transactions or purchase product services.Against this background,there is also a battle for resources between e-commerce,third-party payments and commercial banks.The traditional marketing models of commercial banks,such as relationship marketing,position marketing and event marketing led by offline entities,have gradually exposed outstanding problems such as the inability to meet the accurate and efficient product and service needs of customers,as well as the waste of bank resources and the mismatch of supply demand.Digital marketing can achieve marketing goals with the help of the Internet,computer communication technology and digital interactive media,seek the development of new markets and the mining of new consumers in the most effective and economical way,and finally achieve the purpose of intensive and accurate marketing.It can also formulate appropriate and targeted through data calculation.The product delivery plan has changed from previous experience decision-making to intelligent decision-making,which helps banks reduce marketing costs and time costs.Therefore,the digital marketing model has become the only way for commercial banks to transform their retail business.However,the implementation of digital marketing by commercial banks will face multiple pressures caused by strategic choices,management differences and risk diversification,so they put forward higher requirements for the management development of banks.After years of practice,GS Bank,the research object of this paper,has now has a relatively mature online platform system,initially formed an "online + offline" and "traditional + innovation" financial ecology,and has initially completed the basic layout of digital marketing transformation with information technology.However,from the perspective of management,because The lack of systematic design and transformation ideas has led to more digital marketing being reflected in the slogan and failing to really implement and play a role.Therefore,this article will systematically analyze the external obstacles and problems that still exist in the digital marketing transformation of GS Bank’s retail business,and propose targeted transformation plans.This study is divided into three parts.First of all,systematically sort out the relevant research on digital marketing and enterprise transformation in the banking industry,and then take the I-P-O digital transformation model based on Wu Jiang and others(2021)as the theoretical basis,and use questionnaire survey and case study method to analyze G from the technical level,task level,participant level and organizational level.The current situation and obstacles of digital marketing of S Bank’s retail business,and then put forward feasible transformation and implementation paths and countermeasures with these four levels of problem obstacles as the entry point,and finally give suggestions on the four dimensions of digital strategic planning,corporate culture transformation,digital infrastructure construction and organizational guarantee,so as to Ensure the strong implementation of research countermeasures and the orderly promotion of digital marketing transformation.The study found that in the four levels of technology,tasks,participants and organization,there are different degrees of development obstacles in the digital marketing transformation of GS Bank’s retail business.Among them,customer big data analysis and processing are not accurate enough,product research and development and iteration mechanism do not fit well with customer demand changes,and digital equipment transportation.Many problems are particularly prominent,such as the relatively disordered and complicated operation system,the market-oriented concept is still stronger than the customer-oriented concept,the obvious delay in the development of the internal management assessment system,and the insufficient construction of cross-functional professional teams,which are the crux of the obstacles to the digital marketing transformation of GS Bank’s retail business.This study is committed to providing a complete and systematic analysis and implementation framework for the digital marketing transformation of the retail business of commercial banks,so as to provide theoretical support and basis for solving the current development problems of commercial bank retail business and further accelerating the transformation of commercial banks from traditional marketing model to digital marketing model.
Keywords/Search Tags:Commercial Banks, Retail Business, Digital Marketing, Transformation
PDF Full Text Request
Related items