Research On Marketing Strategy Of Electronic Bank Of Xi'an Branch Of Industrial Bank

1990s,all kinds of high technologies, such as electronic technique, communication technique and IT,were applied in banking. Electronic banking was beginning.Today,Electronic banking can handle most of the traditional bank business. Electronic banking is very convenient, no limitation of time and place. it’s liked by all kinds of people.As a matter of fact,electronic banking is affecting every aspect of life,and it become a focus of competition among retail banking.As a branch of Industrial Bank,Xian branch attached great importance to its electronic banking business.Though it is good at banking business,it still has problems with the organization self, operation, marketing, product, service and staff.This study analysises political, economic, social and technological environmental of E-banking development, and all of them, from the growth of E-commerce development, Internet users and online shopping to the improvement of communications technologies and network device, is conducive to the development of electronic banking.In addition, this study aslo analysises the strength, weakness, opportunity and threat of Xi’an branch. Even though it has weaknesses inside and threats outside,such as small amount of outlets, foreign bank challenge and network security problem, it has strengths inside and opportunities outside to deal with them. From the above analysis, this study presented electronic bank buniness a full range of marketing strategies,from product, price, place, promotion, staff to communications, based on based on customer segmentation and market positioning.Further discussed support system of the marketing strategy to ensure the effective implementation of the strategy.