商业银行数字化营销的探索与困境突破
Exploration and Breakthroughs in Digital Marketing for Commercial Banks

新时期背景下，数字化技术的发展有了较大突破，商业银行的营销迎来机遇和挑战共存的时代，数字化营销成为必然趋势，以高效获取优质客户为主要目标。为了使商业银行营销业务可以稳定推进，商业银行需紧跟新时代的步伐，将数字化营销建设提上日程，秉持着精准营销的理念，积极打造数字化平台，制定数字化营销的机制，促使数据收集、线上数据管理相融合等。但目前我国商业银行的数字化营销还存在较多问题，如缺乏数字化营销理念、缺乏完善的数字化营销机制、数字化营销风险较高等等，从而导致数字化营销难以在商业银行全面彰显自身价值，不利于商业银行的创新发展。因此，本文在立足数字化营销的理论基础上，分析了商业银行数字化营销的困境，并从产品策略、价格策略、渠道策略、促销策略四方面提出改进措施，以供参考。
In the new era, the development of digital technology has seen significant breakthroughs, ushering in a period where opportunities and challenges coexist for commercial bank marketing. Digital marketing has become an inevitable trend, with the primary goal of efficiently acquiring high-quality customers. To ensure the stable advancement of marketing operations, commercial banks must keep pace with the times, prioritizing the development of digital marketing. This involves adhering to the concept of precision marketing, actively building digital platforms, and establishing mechanisms for digital marketing to integrate data collection and online data management. However, there are still numerous issues in the digital marketing efforts of commercial banks in China, such as a lack of digital marketing concepts, an absence of comprehensive digital marketing mechanisms, and high risks associated with digital marketing. These challenges hinder the ability of digital marketing to fully demonstrate its value in commercial banks, impeding innovative development. Therefore, this paper, based on the theoretical foundation of digital marketing, analyzes the challenges faced in digital marketing by commercial banks. It proposes improvement measures from four aspects: product strategy, pricing strategy, channel strategy, and promotion strategy, for reference.