Research On XX Bank Electronic Banking Products Consumption Characteristics And Marketing Strategy

Along with the rapid development of science and technology, computer, networks, as well as information, which have been associated with the electronic process of some financial products, are growing more and more mature during the past years. The electronic products, represented by Internet Banking, have developed to be widely welcomed among the public, since it could provide with a great many convenient fast financial services, such as transfer transaction, inquiry, shopping online, online banking, and so forth. Therefore, it has now become part of our daily economic life referring to"24-hour service banking ". In practice, by intensifying the promotion of electronic products, our bank will be able to greatly ease the counter teller’s burden and pressure on resources, shorten the waiting time of the clients, and further improve the revenue structure of bank’s intermediate business, so as to increase the revenue resulting from intermediate business.This is a bank product electronic information of a trend.Based on the data of the usage of electronic banking products by a commercial bank outlets which is familiar with us, this paper collects basic clients’information, investigates the usage in detail, and then analyzes how these electronic products affect the clients diversion and migration. Meantime, through the psychological analysis of the clients of XX commercial bank, this paper finds out the primary cause of clients’ unwillingness to adopt these electronic products. And through investigating their demand, we can possibly enhance its utilization ratio, as well as the quality of financial services, which will certainly help raise their loyalty to our bank.According to the reality and practical marketing experience of this certain bank, this paper develops a marketing program which suits its electronic products best, and also comes out with a newly created marketing pattern, which helps promote our electronic banking products, accelerate the development of its business, as well as increase the revenue of intermediate business.