Research on Precise Marketing Strategy of Commercial Bank against the Background of Internet Finance

DOI

10.2991/iceemr-18.2018.38How to use a DOI?

Keywords

commercial bank, precise marketing, internet finance, marketing strategy

Abstract

The traditional marketing methods haven’t been able to satisfy the consumers’ need in the increasingly fierce marketing competition. The precise marketing realized the implementation of customer flexible management by data mining, and then improved the marketing efficiency of the company. Based on the exploration of the related concepts and the deeply analysis of the influence of internet finance on the marketing of commercial banks, this paper puts forward the precise marketing strategy of commercial banks from four aspects, which include customer requirements analysis, market segmentation and position, marketing combination and marketing control and assessment. This paper also helps commercial bank marketing management transfer to the precise marketing and provides a new way of thinking for innovation and development. Only by considering the customers, markets, products, services and other elements in the context of internet finance and delivering products or services to customers differently, and establishing a differentiated brand image in the heart of the customer, can commercial banks win the competition or even lead the trend in the intelligent age.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xuehong Zhao
AU  - Zhaoqi Liu
PY  - 2018/06
DA  - 2018/06
TI  - Research on Precise Marketing Strategy of Commercial Bank against the Background of Internet Finance
BT  - Proceedings of the 2018 2nd International Conference on Education, Economics and Management Research (ICEEMR 2018)
PB  - Atlantis Press
SP  - 175
EP  - 178
SN  - 2352-5398
UR  - https://doi.org/10.2991/iceemr-18.2018.38
DO  - 10.2991/iceemr-18.2018.38
ID  - Zhao2018/06
ER  -