Study On Personal Electronic Banking Bussiness Marketing Strategy Of CCB Shaoguan Branch

Starting from the nineteen fifties, with the development of computer and communication technology is widely used in the financial industries; it greatly improved the bank’s management and service ability. Since2009, the number of Internet users, with telephone and mobile phone users doubled, it undoubtedly created the necessary conditions for the rapid development of electronic banking. The competition of those big-size banks had turned from "traditional channels" to " electronic channels ". Most banks have introduced electronic bank and built their own websites and homepages on the internet. The emergence, innovation and development of the electronic bank have become an important way to enhance the core competitiveness of commercial banks. It not only formed the new bank industrial organization and business model, but also prompted business strategy change and adjustment of the commercial banks. Based on the theories of marketing management, this paper analyzes and discusses the problems of personal electronic bank business marketing strategy of CCB Shaoguan branch, in combination with the personal electronic banking business concept, characteristics, classification and function advantages and other aspects. It also devotes the internal&external environment opportunities, threats and advantages&disadvantages the Shaoguan branch of the CCB by using SWOT model. Aiming to find out the advantages and disadvantages of the current period, it try to find market positioning and personal electronic bank target customer segmentation. According to personal business of electronic banking, business development marketing status and problems of analysis, it also expounds the ideas and makes a further study and analysis by marketing strategy, product strategy, price strategy, distribution strategy and promotion strategy.Finally the paper discussed that the implementation of the marketing strategy of Shaoguan Branch personal supporting of electronic banking. To achieve the goal of personal electronic bank marketing strategy of Shaoguan branch of China Construction Bank, We have to build a special unit, institute the formulation of the " regular scheme of marketing "and refine marketing goal. At the same time, we must established of high performance appraisal program, and form the marketing system with client-oriented, marketing-oriented in order to promote the personal electronic bank business continued, effectively, healthy, steady development.