Research On Digital Marketing Strategy Of GY Bank Retail Busines

In 2022,with the promulgation and implementation of relevant policies such as the "Fourteenth Five-Year Plan" Digital Economy Development Plan,the Financial Science and Technology Development Plan(2022-2025),and the Guiding Opinions on the Digital Transformation of the Banking and Insurance Industry,China’s digital economy has entered a period of overall acceleration.For commercial banks,the traditional extensive marketing model has entered the bottleneck,and the rise of digital technology marketing,It has changed the traditional business and broken through the boundaries of business.Digital marketing is a key link of commercial banks in the digital economy and financial field.It can derive a new business development model,which is the "second curve" of commercial banks’ development and the inevitable choice of "changing lanes and overtaking".The purpose of this paper is to analyze GY Bank’s retail business digital marketing strategy under the development trend of the information age under the background of the rapid development of GY Bank,and put forward some suggestions for the sustainable development of China’s commercial banks,especially urban commercial banks.Firstly,this paper has a deep understanding of the research on marketing,digital marketing and digital marketing of commercial banks at home and abroad,and has a deep discussion on the characteristics and problems of GY Bank’s retail business through the research and interview of GY Bank’s retail business using the marketing theory and digital marketing theory.Analyzed the problems of GY Bank’s retail business digital transformation strategy system that has not yet formed,the digital breadth and depth are not sufficient,the service process intelligence level is low,the customer experience is low,the customer precision marketing does not match the product,the customer acquisition scenario is insufficient,the customer coverage is insufficient,the digital marketing team reserves are insufficient,and so on,Combined with the theoretical basis and the actual operation situation of GY Bank,this paper puts forward the specific objectives and principles of GY Bank’s retail business digital marketing strategy,constructs the overall framework of the bank’s retail business marketing digital marketing,and on this basis,puts forward the thinking and organizational structure conducive to the implementation of digital marketing strategy;Promote the transformation of digital process,realize the automation of the process,carry out accurate market promotion of customers and products through big data,focus on user experience and rich scene implantation,and create a digital customer acquisition model;The establishment of a professional operation and management team and the training of digital transformation experts have certain reference significance for the study of digital marketing strategy of GY Bank’s retail business.