A Study On The Marketing Strategy Of A Bank High-end Internet Services In China

A bank is a company with over a hundred years of history of foreign banks in China, and more than 54 million customers around the world 75 countries and regions. With China’s accession to WTO, China began to relax restrictions on foreign banks. A Bank (China) Co. Ltd was formally registered in April 2,2007. Therefore, compared to domestic banks, A bank is a later participant. At the same time, subject to the regulations of foreign banks, A bank since China’s WTO accession, does not really enjoy the same "national treatment" like domestic banks do. In the face of the relative lack of manpower, A bank, in order to improve the competitiveness in China, uses its own transnational network resources, locks the multinational business customers as the target customers. Thru the clever usage of the bank on the net at any time and in any place, in any way, the advantage of the 3A, A bank helps international business customer groups and provides tailor-made high-end Internet banking as the main strategy to grow business in China gradually, increases the amount of customers so as to enhance the market share in China ahead of other domestic commercial banks and shorten the gap between local banks in business area. However, when A bank implements the business strategy in China during the tactical execution for marketing high-end Internet banking services to the target customers, A bank faces the following challenges:(1) the A Bank of high-end Internet banking service charges, in the face of fierce competition in financial market prices, it is difficult to improve the service fee. (2) the A bank online banking operating costs because of high manpower and material resources, it is hard to raise pricing. (3) the bank online banking services within the industry competition is intense, the profit is becoming decreasing with small space to grow. (4) the network fraud, the Trojan virus, fishing net, lead to online banking security problems even more serious.In this paper, through the research of A bank in China marketing high-end Internet banking services by using the SWOT analysis of management science and marketing 4P marketing strategy analysis method and the successful experience of domestic & foreign banks in China marketing high-end of the bank on the net provide a detailed analysis of the A bank marketing in China for high-end Internet banking marketing strategy. Aiming at the four problems faced by A bank, A bank are proposed:(1) in response to its high-end online banking fees are not low, A bank can design product strategy effectively, especially provide a unique personalized, differentiated according to multinational clients’needs, so that customers feel the value for the money about the service provided by A bank by comparing to the services by other banks. (2) in the maintenance upgrade to high-end Internet banking system produced by manpower, upward pressure on the cost issue, A bank can transfer the original Canadian technology R & D center to the low cost of developing countries so as to reduce costs, enhance competitiveness. (3) in the fierce competition in the profits of small problems, A bank can adopt different charges, in the fierce competition of prices in response to the financial markets, increasing the scope of services, in accordance with the use of credit customers use monthly service fee, which can bind the bank customers to use A more other products business. Increase profits. (4) in the network risk and security issues, A bank can be taken to tackle the internal risk management and customer risk awareness training etc.. At the same time, in order to ensure the successful marketing of high-end A Internet banking products and services in China, A bank can the implement some measures, including the mode of business management, customer manager team building, service management and business risk management so as to get more market share and improve the income of the bank. In addition, business development in China A company should be consistent with national policy guidance, especially the State Council in December 20,2014 on the management of foreign bank regulations be modified to further relax the restrictions, allowing foreign banks and domestic banks to freely enjoy the same before national treatment ", grasping the opportunity, do high-end Internet Banking platform open source, and create income, healthy development, and ultimately become the leading one of the foreign banks in china.In China, many foreign banks in China through online banking to develop business like A banks may face the same problem in the process of business development, various challenges through the research of A bank in China how to deal with the high-end online banking, marketing and business development and enhance the market share and increase the income of all, it has a very important practical significant sample for other foreign banks. At the same time, the A bank marketing in China high-end online bank face the challenge, also has the universal significance in the development of China’s financial market driven banking Internet banking.