Research on Precision Marketing Strategies of Chinese Commercial Banks under the Background of Internet Finance

Abstract

With the rapid rise of Internet finance, China's commercial banks are entering a new era full of challenges and opportunities. This paper makes an in-depth analysis of the current market environment of commercial banks, and systematically evaluates the core advantages, weaknesses to be solved, potential development opportunities and severe threats of banks in the context of Internet finance with the help of a comprehensive SWOT analysis. Based on the detailed analysis results, this paper further introduced the 4p marketing framework and created a series of targeted and effective marketing strategies for commercial banks. In terms of pricing strategy, banks need to implement more flexible pricing models to stabilize and enhance their competitive position in the fierce market competition. At the distribution level, it is necessary to integrate online and offline channel resources and strive to create a seamless omni-channel service network. As for promotion, it is recommended to vigorously promote data-driven precision marketing strategies, and strive to improve customer experience at the same time, but also effectively enhance the brand's market awareness and influence.