Study On Personal Electronic Banking Business Marketing Strategy Of Xigu Branch Of China Construction Bank

Electronic banking business refers to commercial banks and other banking financial institutions provide service to customers through the communication channel open to the public or through the open public network, and through the special network that commercial banks establish for customers. With the rapid development of internet finance, vigorously developing personal electronic banking business has become an important commercial bank competition means to cotend for customer resources and to enhance the competitive power.When provides convenient and prompt services to customers and save time cost for custommers, personal electronic banking business relieve the commercial bank counter pressure, save manpower costs, and increase more sources of intermediary business income for commercial banks.Xigu branch of China Construction Bank has implemented a series of marketing strategy to vigorously promote personal electronic banking business, it has achieved some effects, but the strategy itself still has many shortages. Marketing effect of Xigu branch of China Construction Bank compared with the other branches in same class with Xigu branch is still far.This paper is divided into five parts. The first part of this paper briefly introduces this research background and significance, research thinking and research methods. The second part sketches personal electronic banking business and marketing strategy to establish a theoretical foundation for future research. The third part analyzes the personal electronic banking business marketing strategy of Xigu branch of China Construction Bank from the effect of strategy implementation and strategy shortages, which is based on the current marketing strategy of Xigu branch of China Construction Bank. According to the third part, the fourth part puts forward effective advices to improve the current marketing strategy of Xigu branch of China Construction Bank from product promotion strategy, promotional strategy, experience sales strategy, customer relationship management strategy etc. The fifth part explores safeguard measures of implementation strategy from strengthening the marketing personnel training and improving service quality.