Research On Marketing Strategy Optimization Of Suzhou M Bank Under The Background Of Internet Finance

In the context of the rapid development of Internet finance,traditional commercial banks are facing unprecedented opportunities and challenges.They need to adjust their marketing strategies as much as possible to better adapt to the reform and development requirements brought by environmental changes.This paper selects Suzhou M bank as the research object,analyzes its current business marketing status and problems in the operation process,puts forward more specific marketing optimization strategies to deal with the impact of Internet finance from different latitudes,and further explores the establishment of a highquality development model and implementation path suitable for the characteristics of Suzhou M bank.This paper uses PEST analysis model to explore the macro environment and competitive environment of Suzhou M bank in the fields of politics,economy,society and science and technology,analyze the impact and impact of Internet Finance on Suzhou M bank,and understand the marketing environment of Suzhou M bank.Secondly,using 4P marketing theory,this paper analyzes and expounds the current marketing strategy of Suzhou M bank,including product strategy,channel strategy,pricing strategy and promotion strategy.After clarifying the current situation,this paper analyzes the existing problems of Suzhou M bank’s marketing strategy,and finds out the reasons for the lack of marketing design,poor responsibility incentive,weak talent team support and insufficient data analysis.Then the 4P + 4C theory is used to optimize the marketing strategy of Suzhou M bank.The specific contents include: in terms of product strategy,improve and upgrade product categories,hierarchical product information,improve service value and promote differentiated products;In terms of price strategy,reduce the access threshold,adjust the promotion price and adjust the cost proportion;In terms of channel strategy,give consideration to experience marketing and traditional marketing,optimize network channels and integrate with other channels;In terms of promotion strategy,two-way communication,focus on brand and give consideration to overall stratification.Finally,it puts forward safeguard measures from the aspects of risk control,organization construction,technical facilities,network setting and so on.I hope this research can provide positive theoretical thinking and practical exploration significance for Suzhou M bank to solve the existing marketing shortcomings and existing problems,and be beneficial to the traditional commercial banks with similar situations.