Research On The Marketing Strategy Of "CCB Life" Online Life Platfor

With the rapid rise of Internet finance and the rapid online behavior of customers,the vast majority of Internet enterprises need to deepen the life scene,capture users and form a monopoly,which poses a huge challenge to commercial banks.In May2019,China Construction Bank calmly analyzed the severe market situation and innovatively launched "China Construction Bank Life",an Internet ecological financial service platform with the background of state-owned banks.Through big data precision marketing and the "platform + scene + finance + operation" business model,head Internet scene is introduced to realize the development of ecological operation and financial services of China Construction Bank.In the face of single regional customer group,limited regional market size,product homogeneity,and increasingly fierce competition in the industry,how to break the market monopoly of local commercial banks by means of the particularity and autonomy of Internet financial product marketing,expand the customer channels of Internet finance,and realize the rapid growth of customer quality and quantity has become an urgent problem to be solved.This paper uses literature research method,questionnaire method and other research methods to summarize and analyze relevant theories,literature and research status at home and abroad,and understand consumer demand and satisfaction through comparative analysis of relevant cases.By analyzing the status quo of the marketing strategy of "China Construction Bank Life" platform,the existing problems and causes are discussed.Porter’s five forces model and SWOT analysis are used to comprehensively evaluate the industry environment,internal and external environment,and on this basis,the target market strategy of China Construction Bank’s marketing promotion of this business is determined.Finally,the optimization analysis of marketing strategy and put forward the implementation guaranteeThe research results of this paper show that,as users continue to put forward higher requirements for service experience and diversification of consumption structure,China Construction Bank(CCB),through optimizing the marketing strategy of its online living platform "CCB Life",strengthening financial product innovation,optimizing the cost of merchant settlement,strengthening precision marketing and improving service efficiency,and on the basis of penetrating its own financial services,While consolidating the customer base and meeting customer demands,the bank aims to gain customers,revitalize customers,increase deposits and loans,and increase intermediary business income,and finally complete the transformation of the integration of traditional channels and Internet financial service channels of China Construction Bank.Through the optimization suggestions of marketing strategy,the implementation guarantee is provided,and the banking business and fintech are deeply integrated,which also provides reference for the marketing practice of interbank banks.