On The Use Of Marketing Mix Strategies In The Development Of Internet Banking In China

With China's entry into WTO, Chinese financial market is opening up more and more quickly. Considering the operating mode and characteristic, foreign banks in China will compete with Chinese banks in Internet banks but not in bank outlets. It's very important for Chinese Internet banking how to obtain an advantageous position in competition.Internet banking's customers have more choice of different banks with the increase of information transparency, the supply of Individualized services and the appearance of innovated business. In order to guarantee the fluidity and profitability of Internet banking in the future, we should maintain a certain amount of customer and make it rationally grow. Marketing can increase the efficiency of financial service and build credibility among customers. Guided by customer-oriented theory, it will promote the development of Internet banking and also satisfy the demand of customers.In this paper, we hope that, based on marketing theory, Internet banking with latest information technology can reach the purpose of operation and development by using the association of marketing tactics and satisfying the requirements of targeted customers. This paper puts emphasis on the analysis of marketing tactics and tries to build an efficient association of marketing tactics for the development of Internet banking by using the experiences of foreign Internet banking.