The Research Of CBC Conghua Branch E-banking Marketing Strategy

Since 1990s, local commercial banks of China has been making great efforts on their E-banking business leading by new electronic distribution channels representatively by Internet bank, tele-bank, and mobile-bank etc.Commercial banks hope it can provide customers more convenient and safer financial service, release the increasing pressure of line waiting in sub-branches, and relocate more human resources to more profitable business of wealth management by improving technological capability themselves. With the high-speed development more than 10 years, service model has changed from the simple one with over-the-counter only to multi-channel module combined E-banking with sub-branch network, Internet bank, tele-bank, and self-service machines.This article researches E-banking marketing strategy in the case of CBC Conghua branch. First of all,reviewing E-banking status of CBC Conghua branch combining advanced E-banking marketing experience at home and abroad. This part analyses the product structure, the user structure,the ratio between electronic banking and counter banking, intermediary business income, as well as introduces the main problems of E-banking marketing and the reasons of those problems; Secondly, bringing forward a series of E-banking marketing strategy of CBC Conghua branch according to the existing problems, analysis of the electronic banking business bank in product structure, user structure, electronic banking and counter trade and business revenue, and points out the main problems of marketing and the reasons, including unreasonable product structure, small volume, unreasonable structure of electronic banking customer value and low rate of allotment.Again, aimed at the problems of CBC Conghua branch, including electronic marketing strategy to customer as the center, improve the market reaction speed, strengthen management for customer interaction, and the principles of improving 4Ps marketing strategy, 4Cs marketing strategy and 4Vs marketing strategy. Finally, mentions the marketing strategy implementation of security measures, including optimal organizations and perfect customer manager system construction, strengthen the team building, perfect after-sale service system, using simplified and optimization process technology, etc.