Research On Marketing Strategy Of YC Bank’s Personal Finance Business Under The Background Of Internet Finance

In recent years,along with the continuous improvement of economic development level,the residents’ household income also increases rapidly,the national investment demand is increasing,and the continuous enhancement of financial awareness,which lays a good foundation for the development of personal financial business in Chinese commercial banks.In addition,the Internet technology developing rapidly,and the fusion process between the financial accelerating,including P2 P network credit,third-party payment and the raise of Internet financial mode,which produces the Internet financial model,which is based on innovative ideas of the Internet,in order to enhance the customer experience and interaction of thinking as the foundation,to optimize the Shared model as the core,with high efficiency.The generation and development of Internet financial mode,especially in terms of marketing strategy of personal financial business,brings a serious challenge to the development of commercial banks in China.In the context of the rapid development of Internet finance,the focus of major commercial banks in the transition period is how to turn challenges into opportunities,and how to promote the development of personal finance services by implementing active and effective marketing strategies.The research object of this paper is the personal finance business of YC Bank.Using4 Ps marketing theory,the current marketing strategy of YC Bank is analyzed from four aspects: product,price,channel and promotion,and the problems existing in the development of personal finance business of YC Bank are investigated by questionnaire survey and the causes are analyzed.Finally,in view of the problems existing in the development of YC Bank’s personal finance business,this paper,guided by 4Ps marketing theory and STP marketing theory,puts forward suggestions on optimizing the marketing strategy of YC Bank’s personal finance business: First,product strategy,including the development of rural personal financial products,rich pension financial products,continue to promote net worth financial products oriented to Internet finance;The second is the pricing strategy,including the development of a perfect pricing system,the use of network information technology to improve pricing ability,the use of differentiated pricing strategy;Third,channel strategy,including actively promoting the systematic transformation of offline outlets,creating a combination of online and offline marketing channel platform,exploring rural financial services channels,building customer portraits,using big data precision marketing;The fourth is the promotion strategy,including good use of the network platform,increase the promotion,deepen the brand communication,the implementation of word-of-mouth marketing,the use of differentiated promotion methods,hierarchical management of customers.At the same time,it also puts forward the guarantee measures for the implementation of marketing strategy,including establishing the Internet financial marketing concept,strengthening the construction of financial management team,implementing the management assessment system and giving full play to the supporting role of science and technology.