Author(s)

Zhou Yi ¹

Affiliation(s)

¹ University of Waterloo, Waterloo, N2L 3G1 Ontario, Canada

Corresponding Author

Zhou Yi

ABSTRACT

With the rapid development of the Internet and mobile technology, digital finance plays an important role in the financial industry. With the rapid development and popularization of digital finance, commercial banks are facing new challenges and opportunities. In the context of digital finance, commercial banks need to adjust their marketing strategies to adapt to changes in the market and customer needs. Commercial banks need to adjust their marketing strategies to adapt to the background of digital finance and meet the changing needs of customers. This article aims to deeply explore the characteristics, challenges, and response methods of commercial bank marketing strategies in the context of digital finance. Corresponding response strategies are put forward through research on multi-channel marketing, data-driven marketing, and personalized services. In addition, the security and privacy issues faced by commercial banks' marketing strategies in the context of digital finance will be analyzed, and corresponding solutions will be provided. Ultimately, this article aims to provide useful references for commercial banks to gain competitive advantages in the digital finance era. In the digital era, commercial banks are facing many challenges and changes, such as the diversification of customer needs, the importance of data privacy protection, and the strengthening of regulatory requirements. In order to address these challenges, commercial banks need to attach importance to their ability to collect and analyze customer data, and utilize technological advancements to provide personalized financial products and high-quality customer service. At the same time, commercial banks also need to pay attention to data privacy protection, strengthen compliance capabilities, and enhance innovation capabilities to cope with rapidly changing technological developments. This article analyzes relevant literature and proposes some key suggestions to help commercial banks develop effective marketing strategies in the context of digital finance, improve competitiveness, meet customer needs, and maintain sustainable development.[1]This article aims to analyze the marketing strategies of commercial banks in the context of digital finance, and explore their characteristics, challenges, and response methods.

KEYWORDS

Digital finance; Commercial banks; Marketing strategy

CITE THIS PAPER

Zhou Yi, Analysis of Marketing Strategies of Commercial Banks under the Background of Digital Finance Outbreak. Financial Engineering and Risk Management (2023) Vol. 6: 76-81. DOI: http://dx.doi.org/10.23977/ferm.2023.061010.

REFERENCES

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