Electronic Banking Marketing Strategy Research In China

As the rapid development of information network and information-based social economy, electronic banking has become an emerging financial area and the focus of domestic commercial banks. Management of the banks have attached great importance to electronic banking and raised it to a strategically high level considering its excellent performance in expanding market segments, reducing operational costs, bypassing branches’business pressure, improving service quality and efficiency. However, there are not any significant diversities among the electronic banking service from various banks, and major highlights such as safe and easy, rich in functions, free of charge, etc., all display function homogeneity. Therefore, it has become worthy of studying that how to compete effectively, gain competitive advantages and strengthen the marketing innovation of electronic banking.This paper traces the history of domestic electronic banking, the second use PEST theory to the current domestic electronic banking marketing of political, economic, social, and analyzes the macro environment of science and technology, and then puts forward the problems and coping strategies existing in the marketing, need to bank in the future marketing, perfected and improved. Then by choosing some certain representative Banks from the Angle of theory and case two summarizes the domestic electronic bank marketing in several kinds of main strategy implementation, and compare them. Finally in qilu bank, for example, at present its electronic banking in all kinds of business and introduces the features and advantages, and analyze the SWOT theory of qilu bank electronic bank’s strengths, weaknesses, opportunities and threats, summarizing the present stage in qilu bank electronic bank to take the main marketing strategy in the process of marketing, on the basis of using the4p theory to study of the problems existing in the marketing, and combining the theory of4c and4I analyze marketing innovation. In the end this paper draws the conclusion, it is the marketing strategy should change and evolve over time; The second is the implementation of the marketing strategy and the innovation should combine their own characteristics, comply with the demand of customers; Three is the successful implementation of marketing strategy and innovation need to pay attention to employee performance evaluation, training and customer knowledge popularization.In this paper, new insights into marketing strategy is not static, and exist in isolation, need combining with the characteristics of external environment and internal innovation and exploration. Because of my academic level is limited, paper exists deficiency, marketing strategy remains to be further in-depth study, want to shallow and discusses on the domestic electronic banking can play a guiding role in the marketing practice.