Research On Marketing Strategy Of Online Enterprise Bank Of Jilin Z Bank

Commercial banks are now facing enormous pressure and challenges for thetraditional marketing and services no longer satisfy the increasing demands ofcustomers as banks are increasingly competitive with the gradual opening up offinancial market and rising of the economics. The business of the enterprises is themain business for a commercial bank for it takes a large proportion for theprecipitation of funds and benefits. Commercial banks enter a new era of vigorouslydeveloping the electronic bank and seeking and servicing clients on the Internet.Corporate online banks become the focus of developing corporate business andcompeting with other commercial banks for providing a full range of convenientservices for corporate customers.The electronic banking is the business basics and the electronic currency isapplication basics. The Internet and network economy created the external conditions.The financial business transformation becomes the internal driving force fordeveloping the online enterprise bank. The research of Internet banking marketingstrategy can effectively promote the development of online enterprise banks as topromote the transformation of corporate business sites effectively which raising theincomes of intermediate business, reducing the operating costs and improvingsatisfaction and loyalty of the customers then finally promote the bank’s corecompetitiveness.This paper introduces the current situation of the online banking business andmarketing strategy of the online enterprise banks and the Z Bank in Jilin province. Italso identifies the existent marketing issues for Z Bank Jilin province, including theslowing of renewal idea, poor experiences for clients, lack of abundant customerservices and the indelicate management. It analyzes the marketing environment and the macroscopic environment ofpolitics, economy, society and technology as long as the banking situation of the Jilinprovince and the internal business situation of Z Bank. Reasons of the marketingissues for Z Bank were finally found. The root problems were fierce competitiveenvironment make it far beyond the normal sales target. The sales target wascompleted planned by the higher level and it is difficult for low level to understandthe accurate purpose of target and the indication for business development. Then thelower level bank simply sale the product to finish the sales target resulting in thelower activity rate for Internet banking business. The lacking of communication of alllevel bank sites, not enough focus in the after sales field for managers and thefragmented system are also the reasons for Internet online bank marketing.It also provides the methods to solve the problems for online bank of Z bankJilin according to the results of this research. The customers of Z Bank were carefullydivided by different needs and pointed out the proper market position for differenttarget. It clears the marketing strategy of Z bank Jilin in products, prices, saleschannels and service strategy and explicitly defines the perfect structure of after salesservices, optimizes the maintenance processes and establishes the effective linkagemechanism for marketing of pre-sales and after-sales.The development of the Internet online enterprise bank is the result of thedeveloping requirements of the network information times and fierce competitivebanking environment. Constant innovative products, accurate market positioning andeffective marketing strategies and measures guarantee the development of corporatebanking business. The research of this paper may provide useful reference formarketing practice of enterprise Internet banking.