Research On Marketing Strategy Of Personal Online Banking In ICBC Of Jining

Internet banking as the twenty-first Century information technology and bankingcombining product, because of its low cost and broad prospects, have been gainingmore attention. Internet banking as the important part of modern banking, the bank’sbusiness development has become the essential requirement. China online bankingbusiness development is very rapid, has become a personal and business financialservice is an important channel. Industrial and Commercial Bank of China is theearlier the bank on open-minded net of domestic banks, the bank online bankingfunctions, improve the safety measures, has been well received by the customers loveand occupy the domestic market leader. In2011the industrial and Commercial Bankof China once again was named the best domestic bank.Jining bank as a financial strength, complete function, good reputation, benefit isdistinct, to Jining economy development has main supporting role in the state-ownedcommercial bank, industrial and Commercial Bank of China selected for7consecutive years two branches30, fifth times by the Shandong Banking RegulatoryBureau rated good bank. Jining branch of the business of the bank on the netsustained and healthy development, in the customer shunt, intermediate businessincome, profit contribution and play a more and more important role in the. But at thesame time, BOC, CCB, the bank, bank, firm and other brothers bank online bankingdevelopment is unusually swift and violent, and regard it as a strategy fordevelopment of new market, and, CITIC, PUFA, Societe Generale, Hengfengjoint-stock banks in the industrial and Commercial Bank of China, Jining branch of personal internet banking business challenge more the greater the. Under thisbackground, industrial and Commercial Bank of China Jining branch of personalinternet banking to implement the marketing strategy is more and more pressing, thisarticle through to the individual Internet bank business marketing environmentanalysis, a clear marketing strategy implementation step implementation process, toensure the strategy and the result checked, put forward suitable for ICBC Jiningactual situation of marketing combination strategy, in order to cope with the fiercemarket competition.This is mainly from the Jining region of personal internet banking developmentenvironment, current situation analysis, find out the current marketing problems,through a personal online banking market positioning, customer positioning,determine the marketing goals, use of personnel and visible display, etc., to determinemarketing strategy implementation steps, finally through the product strategy,security and effect price strategy, channel strategy of protection and effect of thesecurity and effect and promotion strategy of protection and effect of comprehensiveanalysis, specifically for the Jining ICBC specific marketing strategy, and putsforward to want to realize the marketing strategy needs supporting measures.