Research on the Promotional Online Marketing Strategy of Chinese Financial Businesses

Abstract

Promotional online marketing strategy is the strategy for businesses to use online resources for product promotion. In recent years, due to the prosperity of the Internet and the restrictions of the epidemic on offline promotion, more financial businesses have sought to transform traditional promotional marketing strategies into online promotional marketing strategies to expand their markets. Due to this trend, this paper studies the market value of marketing transformation and expansion of online promotional marketing strategies in the financial industry. This paper also provides financial businesses with an analysis of promotional online marketing strategies about risks and opportunities, strengths and weaknesses, thus helping businesses to evaluate the significance of implementing promotional online marketing strategies. The two adopted research methods are the case study, which takes H company as the example, and the literature research method, which summarizes the article “the marketing strategy of Internet financial products of Z bank” by Suo Nanji. After analyzing the current promotional online marketing strategies of H company and Z bank, this paper proposes to optimize the promotional online marketing strategies for the two businesses, respectively. The evaluation and proposal have a certain role to follow and define for other Chinese businesses which provide financial services and are considering the development of online promotional marketing and following strategies.