Operational Scheme Of The TV Banking Of Bank Of Hebei

TV banking refers to a kind of business that provides clients with bank services by virtue of TV. The TV banking services developed by Bank of Hebei (BHB for short) are targeted at the middle-aged and the elderly of each city in Hebei Province, and aimed at offering them more convenient services, in an attempt to relieve the pressure of over-the-counter business and boost the economic performance of BHB.In a bid to address the real needs of the middle-aged and the elderly residents, BHB has diversified its TV banking services, including inquiry, transfer of account for repayment, top-up payment, credit card, TV shopping, banking, finance advisory, etc. As a kind of banking product and banking business, TV banking is subject to some risks unavoidably. BHB should mitigate the operational risk from such perspectives as the product design, legal compliance, and prevention of external fraud. In addition, BHB should strive to set up a strict investment management system and shift investment cost, so as to minimize the risk induced by the investment failure. The profits gained from substitution rate of over-the-counter transactions by TV banking, commission charges, HDTV supplementary income will be shared by BHB, HBRTV, and online sellers.The targeted customers, mainly the middle-aged and the senior who are in pursuit of convenience and safety, are indeed in need of TV banking services to some extent and would like to use this kind of service. Besides, they boast excellent consumption capacity and huge consumption potentials. Compared with its peers, TV banking services are more suitable for the middle-aged and the senior. At present, there is a huge gap on the TV banking market with less potential competitors. The third party, who has developed the internet-based TV Box, is both the rival and the partner of BHB. While the BHB can take advantage of monopolistic market of TV banking, and the customers are not good at bargaining, the middle-aged and the senior are extremely sensitive to price.Only with a thorough analysis on the marketing environment TV banking is exposed to, can the better solutions be worked out to solve the problems BHB is confronted with in product marketing. The combination of telecommunication network, broadcast network and internet, powerful strength of BHB, coupled with advantageous economic and social environments of Shijiazhuang City and Hebei Province, all do a favor for the smooth implementation of BHB’s TV banking business.To make an overall analysis on the marketing and promotional scheme, the paper has introduced the traditional marketing mix (Product, Price, Place, and Promotion, and4P for short). In terms of promotional products, BHB should take brand building as its basis, services provision to the middle-aged and old aged citizens as its philosophy, constant improvement as its guarantee, and product mix as its promotion method during the implementation of TV banking. In terms of price, BHB should launch free strategies, discount strategies and deferred payment policies. In terms of marketing channels, BHB should give priority to its own marketing channels and make the best use of Omni-channels through media and other enterprises. As for product promotion, such methods as emotion marketing, integrated marketing, experience marketing should be adopted to stimulate the customers’purchase desire and drive their purchase behavior, so as to boost the consumptions.