| Rises fast along with the information technology in entire society's popularizing step-by-step with the electronic commerce, the banking industry is facing the service network from the traditional physical mesh point the historical challenge which transforms to the computerization channel. Whether does the commercial bank transform promptly the traditional mesh point superiority as the network superiority, will to a great extent be deciding its future market percentage of. The banking industry competition no longer is the traditional domestic competition, the price competition, but is domestic and overseas, the electronic bank and the traditional bank multiplex competition. The banking industry tradition"three big services"the competition shifted from the traditional region competition to the net on compete, the electronic bank will also become the tendency which China Future Banking industry will develop.At present, in the province the financial same business in abundance aims at the emerging electronic bank service market, starts the development electronic bank service as the development service domain, enhancement competitive ability, to cultivate the new profit point of growth the strategic action, The construction bank, Bank of China, the Communications Bank, the agricultural bank and so on other commercial bank's already obviously enlarged to the electronic bank service development investment, Because the market steep competition causes many financial products the quality difference getting smaller, the product homogenization tendency is more and more strong, To realizes the channel from the product function, very difficult to have discovered the difference, more difficult to branch out the height .ICBC JiLin Branch would like to continue to maintain the electronic banking market lead, must be based on the information society and the Internet economy and a high degree of openness and the sharing of a new economic model to develop forward-looking development goals, and marketing theories based on the premise of effective management of e-banking business marketing and marketing strategy. In the context of this article, e-banking, marketing analysis and development of the ICBC of electronic banking and marketing objectives of the analysis of the market position based on e-banking at this stage of the obstacles to the implementation of marketing programs and the use of the method of integrating theory with practice, by analyzing the province E-banking branch in the work of the marketing problems, put forward the e-banking, marketing strategy and marketing management initiatives.First of all, the papers through e-banking business concepts and features, combined with e-banking, marketing and information on the basic theory of economic times under the environment changes, pointing out that great efforts to develop e-banking business in Jilin Province for the importance of ICBC JiLin Branch. In summing up the past on the part of the marketing theory on the basis of e-banking business into the classification and function, combined with electronic banking features and advantages that electronic banking is the marketing line of Trade and Industry in Jilin Province market-oriented in order to To meet the financial needs of consumers as the starting point to obtain a profit for the purpose of the electronic banking products and services for the carrier, the implementation of market analysis, market access, and market a range of organizations and management process. In theoretical research on the basis of this paper, followed by the development of e-banking business environment, macro-and micro-analysis of the environment through SWOT analysis confirmed that a limited number of external opportunities and threats, Jilin Province, as well as ICBC JiLin Branch within the strengths and weaknesses. Through the analysis of Trade and Industry in Jilin Province reached electronic banking and other financial products and services channels with broad space for development, e-banking's rapid development will not only help promote the continued growth in operating profit at the same time I am in favor of the structure of the business lines, cost Restructuring to promote my line of business model, service model, marketing model and management of the transition.In the analysis of the environment at the same time, this article on the ICBC JiLin Branch in Jilin Province at the present stage of electronic banking marketing of the current situation and problems are analyzed and discussed, although the ICBC have been aware of the traditional business model has been behind the times the speed of customer and consumer demand, emerging electronic banking as a means of innovative financial services into the ICBC of the beginning of a whole system of strategic development, however, due to the implementation of e-banking marketing a relatively short period of time, on the whole, still in the initial stage of starting, such as the credit system to be improved, customers have not yet form a group size of the transaction security needs to be strengthened, and other external environmental issues and I visit the organizational structure, marketing system , The service system of internal defects, such as banks restricted the pace of e-banking business of the main factors.In the e-banking business development, market segmentation and target market of choice of great importance, e-banking market segmentation, targeting and objectives of the client's own choice reflects the ICBC in the development of electronic banking in the process of The whole idea, that is, through the ICBC of different customer groups to identify differences in the selection and confirmation of the most suitable for the development of effective and easiest of the customer base, which at the lowest cost marketing to maximize the marketing advantages. To ICBC Jilin Branch, the province in the relatively backward economic conditions, lack of high-end customer business environment, totally dependent on the natural growth of the business is not realistic, the development of electronic banking must be made good over economic resources more provinces And more efforts, necessary in the sub-Guest, under the premise of tiered service, in the pursuit of economies of scale on the basis of the comprehensive development of traditional service channels, in order to provide quality customer service model tailored to enable customer service to achieve personal style, diversified channels And product characteristics, enhance the competitiveness of the entire line marketing, customer quality of the excavation, "the depth of effectiveness," e-banking business will be sustained momentum.E-banking business and marketing strategies supporting environment is the core of this paper, it is the ICBC of electronic banking operation will focus on the reflection of the overall operation of line with my thinking, as well as understanding the development of electronic banking, operating location, environmental impact assessment, the potential Forecast, and so closely linked, at the same time by the development of capacity, competition situation, macro-policy and other factors. According to the bank I e-banking practice of marketing, e-banking business marketing strategy can be summed up in five categories, namely, marketing, brand strategy, marketing strategy of cooperation, partnership marketing strategy, marketing strategy and integrated marketing strategy differences; differentiated marketing strategy which includes product Differences in strategy, the price difference between strategy, channels and marketing strategies difference difference strategy. E-banking business marketing strategy is not abstract theory, but in the ICBC of modern marketing theory to follow the basic principles on the basis of e-banking operation in the area of the concrete application, ICBC Jilin Branch explicit e-banking business location must focus on their business objectives, operating characteristics and competitive edge, a clear brand positioning, in their own financial carried out under the brand series, the continuous innovation of products and services, and marketing play Portfolio Strategy advantages to a comprehensive, systematic way to control the use of a variety of marketing tools to operate effectively grasp the direction of the competition and take the initiative in order to give full play to the advantages of e-banking innovation, sustained development.Finally, the e-banking marketing strategy for the implementation of specific recommendations, targeted and made to improve electronic banking and business marketing strategies and means of specific initiatives. This line of Trade and Industry in Jilin Province to the promotion of e-banking business sustained and coordinated development, consolidate and maintain the ICBC of electronic inter-bank competitiveness, there is an important guiding role for other commercial banks, electronic banking, also has some reference value. |
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