The Structural Optimization And Marketing Strategy Of Qilu Bank Online Banking Product

With the popularization of computer, development of internet technology and changes of finance consumer's demand, online banking has become the focus of commercial bank's competition in China. Online banking is an important measure for commercial banks to develop marketing charnel, occupy market space, lower operating cost, reduce counter pressure, strengthen core competing power, improve service quality and innovate service mode.In 1997, China Constrution Bank, Bank of China, Industrial and Commercial Bank of China and China Merchants Bank etc. launched their online business. This period is taken as the starting phase of China's online business. Late as it is, Qilu Bank's online project set a high object for development on the earlier period and puts forward three phases for its development. In phase one, as the section 1 launched, its product and function meet the demands of 80% clients reaching other banks'level after three to five year's development. In phase two, with the development and enhancement of the function, more new online products launched, structure of online product optimized, the function of Qilu Bank's online banking reaches relatively high level among domestic banks. In phase three, with continuous enrichment of Qilu Bank's online product, the integrity of various business channels, optimization of online product structure, Qilu Bank's online banking band establishes and reaches the advanced level among domestic banks.In September of 2009, the first section of Qilu Bank online banking launched. However, comparing with other domestic banks, for a late setout, the function of Qilu Bank's online banking is limited and needed improving.Taking Qilu Bank online banking as the background, the thesis introduces the definition, origin and development of online banking. Through the analysis of the current conditions of the domestic and overseas online banking and the realistic condition of Qilu Bank online banking, the thesis points out the necessity of the optimization of Qilu Bank online banking product structure. According to Qilu Bank's developing strategy and market orientation, through the analysis of market environment and customer group, and learning from other banks'advanced experience, the thesis puts forward the points of improving Qilu Bank online banking product such as the designing philosophy taking customer as the god, a reasonable frame on technology, flexibility, safety and accessibility. A completely new product structure of Qilu Bank online banking is set as the aim.According to the completely new product structure of Qilu Bank online banking, using PEST method and the mode of Baud's Five Competing Power, the thesis analyses the macro and micro environment confronting Qilu Bank online banking. Trough SWOT method, the thesis points out the opportunities and threats, advantages and disadvantages of Qilu Bank online banking. The use of STP instrument makes the aimed market clear. Backing on 4Ps marketing theory, through the application of the marketing and sales measures such as product, price, place, and promotion etc,the thesis set out a suitable marketing strategy for Qilu Bank online banking product.