The Research On The Strategy Of E-Bank Service Marketing In The ICBC Yi Yang Branch

According to the China's commitment accession WTO, financial markets in China have to be opened up to foreign investments. Recently, foreign banks and other financial institutions have begun to enter the domestic markets with great enthusiasm. For domestic banks,not only do they have to face the advantage of foreign banks, but also faces intense local competition among domestic banks. In the financial electronic information age, e-banking is the development trend of international banking which is representing the future development of the modern financial industry direction. Its appearance, innovation and development,not only create a new type of bank forms of industrial organization and management, promote traditional banking business philosophy and operating strategies and adjustment to change, but also indicate commercial banks become competitive in the future to occupy the commanding heights of the key market and is becoming the core of the commercial banks to enhance competitiveness.From 1960's of last century, foreign scholars began to pay attention to services marketing, and viewed it as a mean of marketing. In the following decades, service marketing was formed. The application of service marketing in the foreign banking sector is becoming mature, but in China, it is still in an imitating stage, its own characteristics to match the service marketing system is not been formed. This paper attempts to discuss how China's banking sector execute the service customer-oriented marketing idea for the promotion competitiveness of China's banking sector and reduction disparity of the level of service marketing between foreign banks and domestic banks.Based on 7Ps theory, this paper analyzes the current situation of e-banking services of the ICBC Yi Yang Branch. SWOT model was used to describe the bank's internal and external environment. This paper points out the necessarily of the service marketing for the development of banks. Through the bank's market positioning, target customer base segmentation, analysis of internal and external environment, following strategy for Yiyang Branch of Industrial and Commercial Bank of China are proposed: Banks can improve service through training of service skills and knowledge, the formation of personality characteristics of the service; the bank can demonstrate the quality of services and bank image through the appearance of personnel, services at the scene of the facilities, equipment, corporate logo, price lists and other tangible elements; the control organizational mechanisms customer guidance, service activities in the process of service should be controlled.Finally, the article additionally argued the quality of banking services, as well as remedial measures, customer relationship management to assure the achievement of marketing strategy for banking service marketing, thus to build a comprehensive marketing system of banking services. And some suggestion are put forward for Yiyang Branch of Industrial and Commercial Bank of China for strengthening its leader situation and exploring high quality customers.