Title: The Influencing Factors of Marketing Strategy for Online Inclusive Loan Products in Industrial and Commercial Bank of China Kun Ming Branch
Author: Liang Jie
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: The 16th National and International Academic Conference “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 October – 1 November 2023 (pp.525-539) คลิก PDF
Abstract
The marketing process of Industrial and Commercial Bank of China (ICBC) Kunming Branch’s online universal loan business still exists in the process of serious homogenization of products, a single marketing channel, outdated promotional strategies, and backward construction of batch customer acquisition channels. This paper aimed to study the influencing factors of marketing strategy for online inclusive loan products in Industrial and Commercial Bank of China Kun Ming Branch.
The objectives of the study were: 1) To determine whether product affects the marketing strategy for online inclusive loan products in Industrial and Commercial Bank of China Kun Ming Branch; 2) To determine whether price affects the marketing strategy for online inclusive loan products in Industrial and Commercial Bank of China Kun Ming Branch; 3) To determine whether place affects the marketing strategy for online inclusive loan products in Industrial and Commercial Bank of China Kun Ming Branch; 4) To determine whether promotion affects the marketing strategy for online inclusive loan products in Industrial and Commercial Bank of China Kun Ming Branch.
This study adopted the quantitative research method. In this study, a total of 400 questionnaires were distributed, with 355valid questionnaires and the validity rate was 88.75%. The population was the customers who have purchased online inclusive loan products from ICBC Kunming Branch. Based on the 4Ps theory, this paper found that:1) Product has a significant positive effect on marketing strategy for online inclusive loan products in Industrial and Commercial Bank of China Kun Ming Branch; 2)Price has a significant positive effect on marketing strategy for online inclusive loan products in Industrial and Commercial Bank of China Kun Ming Branch; 3)Place has a significant positive effect on marketing strategy for online inclusive loan products in Industrial and Commercial Bank of China Kun Ming Branch; 4)Promotion has a significant positive effect on marketing strategy for online inclusive loan products in Industrial and Commercial Bank of China Kun Ming Branch. For recommendations, the marketing strategy for online inclusive loan products should focus on the follow aspects: 1) Optimize product strategy; 2) Differentiate pricing strategy; 3) Refine place strategy;4) Improve promotion strategy.
Keywords: influencing factors, marketing strategy, online inclusive loan products
The Influencing Factors of Marketing Strategy for Online Inclusive Loan Products in Industrial and Commercial Bank of China Kun Ming Branch /
6417195451 Liang Jie 2566 (2023) The Influencing Factors of Marketing Strategy for Online Inclusive Loan Products in Industrial and Commercial Bank of China Kun Ming Branch สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management