随着我国数字技术和移动支付的普及，数字营销方式对传统银行营销造成冲击，迫使银行做出改变以适应新技术环境。以宁波银行为例，通过了解客户需求，分析并优化营销策略，探索数字化背景下的营销路径，指引宁波银行改进营销策略，研究传统金融与互联网金融的结合，推动银行业发展。该篇文章采取了文献调研、实地勘查和对照分析等多种研制方式，全面审视了宁波银行在数字化背景下的销售策略。基于对公司内外状况的深度剖析，文章详细阐述了宁波银行施行数字化销售策略的环境、步骤以及成效，而后指出了其战略上的短板，比如价格固化不够灵活，数字化渠道创新引入匮乏，员工的培养途径不足和留存难题，奖励体系设计不完善，以及服务过程与消费者期望偏差较大，这些问题或是其他商业银行普遍存在的弊病。继之，作者提议宁波银行在数字化大潮中应出台优化策略，包括但不限于以下方向：产品端需创新独家产品并推广重点组合；实行差别化定价战略，增加价格体系，多样化公私联接价格；打造数字化场景平台，利用企业微信等在线平台，加强推广活动，提供更多种类的礼品选择，增进与客户之间的营销关系。完善人才和岗位的匹配度，提高青年员工积极性；加强对服务细节的管理，建立有力的岗位激励和审查体系；并增扩线上服务能力，拓展应用场合。

With the advancement of digital technology and the increasing use of mobile payment systems, digital marketing tactics are posing a challenge to traditional banking strategies. Established banks must adapt to the changing tech landscape. This study focuses on Bank of Ningbo's marketing improvements through customer needs analysis, offering insights on enhancing marketing strategies in the digital environment and boosting the banking sector's growth.

This article conducts in-depth research on the digital marketing strategy of Ningbo Bank through research methods such as literature review, survey, and comparative research. Drawing on internal and external surveys, this study delves into the background, process, and effectiveness of Ningbo Bank's digital marketing strategies. It extensively pinpoints the deficiencies in the bank's current strategies, mainly due to the lack of flexibility in pricing and insufficient use of innovative digital channels, In terms of personnel strategy, there are common problems that may exist in other commercial banks, such as insufficient training and development, difficulty in retention, unreasonable incentive mechanisms, significant gaps between service processes and customer expectations, and lack of innovation in marketing activities. Through analysis, the author proposes that Ningbo Bank should use digital marketing analysis platforms Suggestions for gradual optimization in terms of 7P and customer service marketing strategies: Develop exclusive innovative products and introduce a mix of flagship items; Implement varied pricing strategies, diversify pricing models, and establish connections between public and private pricing; Establish a digital platform for creating scenes and open up electronic channels, such as enterprise WeChat; Enhance value-driven marketing campaigns, expand gift options, and optimize customer relationship management; Enhance alignment between staff and roles, and empower young employees' proactive engagement; Emphasize meticulous service management and establish a performance-based job incentive system.; Increase online services, enrich application scenarios, etc.