Research On Marketing Mix Strategy Of E-payment Business For Agricultural Bank Of China

Today, with the development of information society, it's becoming a trend to conduct all kinds of business affairs and financial transactions by Internet. To make clients' affairs by Internet more convenient, E-payment comes into being. In recent years, the E-payment in China makes many progresses in thought way and function. It is beginning to be a powerful weapon for commercial bank to create economic value and to win the clients. At the same time, with the development of electronic financial, bank's abilities to channel integration and innovation are growing maturity The demand of E-payment customers is highly increasing too. How to grope for an appropriate marketing mode becomes an important question to commercial banks which want to win in the internet baking's competition.The content of this paper aims at the situation of competition above. From the conception and characteristics of E-payment, on the basis of the study and comparison of the E-payment in China and overseas, the paper which picks up the E-payment of Agricultural Banking as sample, analyzes the marketing mix plot of E-payment. Through the analysis to general marketing situation of E-payment of Agricultural Bank of China, the disadvantages are discovered. And by the use of SWOT analysis, the paper enumerates the opportunities, threats, strengths and weaknesses of E-payment of Agricultural bank of china . As the aspect and breakthrough, we draw the conclusion of marketing mix plot of E-payment. Then a series of assurance is presenting and describing.The intention and creation of the paper is the combination of the theory and the practice. The train of thoughts is integrating the whole resources to satisfy customers and changing the disadvantages inside into advantages. Using the theories of marketing mix of E-payment, the marketing mode of Agricultural bank of china want to be constructed again. The paper does its endeavor to promote the marketing innovation of E-payment in Agricultural bank of china, and to offer more advices and valuable projects, which to create more effective benefits to E-payment customers by using this kind of modern high-tech financial channel. Simultaneity, it is wished this kind of marketing mode can accelerate the development of E-payment in Agricultural Bank of China and make it more consummated at the end.