Study On Tactics Of Promoting Customer Perceived Value On E-bank Of ABC Shandong Branch

Since the concept of customer value appeared, it has gradually become the focus of home and abroad marketing research and also has been considered as a new way to enhance the enterprise competitive advantage. E-bank is generated from internet-based platform, can provide a variety of new forms of financial services. Also in this era, with the rapid development of Internet, as the service channel which drive the banking industry to digitalization, E-bank has penetrated into all areas of economic life of the people. Thus, E-bank has enormous potential client resources and relatively fast pace of development. With the 3A (Anytime, Anywhere and Anyway) features and the advantage of convenience, E-bank has great potential to replace traditional bank, therefore, it has become the development emphasis of banks. For health and sustainable development, E-bank must ensure that the marketing management is based on Customer Value。Customer Value is considered to be the most effective tool for heed the voice of customers. Customer value and related research had been attracting more Academic attention and actively used in business practice. Although most of the Academics believe that customer value is the key to win customers on the theoretical level, nevertheless the detection of Customer Value is still complex and difficult, as Customer Value itself is an extremely complex and abstract concept which exists only in the customers'mind, furthermore, it relates to various subjects, such as psychology, behavioral, sociology and so on. Currently, there are very few researches specialize in E-bank Customer Value, therefore, this paper studies the components of E-bank customer value based on previous theoretical study and proposes some improved strategies.In the early stage of bank marketing, the banks attract a large number of users of electronic financial products through various kinds of marketing strategy such as high-profile advertising, low prices, free use and so on. However, increasing with the number of registered customer, almost all banks have ignored the post-service. Therefore, the loss of customers results the slow pace of development of customer stock quantity and trading volume. In this case, E-bank must adopt marketing strategy which based on customer value promotion to ensure the enduring development of E-bank.The E-bank of Agricultural Bank of China(ABC) has been officially launched since April 2002,then the system has been continuously upgraded to provide better functionality including Personal Online Banking, Payment and Settlement, Investment and Wealth Management, Credit Card, Loan, Remittance and Customer service. Meanwhile, the management to the E-bank has gradually standardized and the market of ABC has been steadily expanding. In order to improve the customers' share and the contribution of E-bank to increase the intermediate business income of the Agricultural Bank of Shandong Province in the same industry, it is very necessary to enhance the Customer Value. Customer Value is the balance between customers' benefits and costs which arises from the behavior of the customer to buy goods. Improving services and Staff image is one of the ways to make customers get more "customer value" because the total value of products or services will be improved at the same time. With reference to the E-bank, this approach means to improve the security, staff awareness and service quality, brand image and so on.