Strategy Research Based On College Students Market In Electronic Banking Products Of Jilin Branch Of Bank Of China

With the development of economic integration and financial globalization，Banking increasing understanding of electronic banking, trade rivals rushed to seizemarket, increasing investment innovation products Perfect service, accelerating thedevelopment of electronic banking business. But in the big Banks, homogeneity isrelatively serious, the relevant function module electronic banking products andservices architecture, from the technical level is hard to fall behind In order to expandthe scale of the customer, to improve the utilization rate, electronic banking productsaccurate positioning target market is very important In the target market, through thein-depth exploitation of the electronic banking products market, promote theelectronic banking products and services, to expand market share, grab customers,accelerate the development of electronic banking business.At present, the general construction of universities campus outside the city ofrural or urban and rural integration, the growing number of colleges and universitiesare in the same area, and different area of the university town, Because of the moreremote locations, on the one hand, university city area is widespread not convenienttransportation and infrastructure is relatively backward, on the other hand, the cost ofconstruction bank branch in increasing, resulting in only a handful of Banks set upbranches in school. College students think the school deal with banking there are longlines, long waiting time, for the electronic banking products in the region of thecolleges and universities development provides opportunities for university town area,improve the conditions of Internet use and mobile communication network coveringthe whole area is the material basis for the marketing electronic banking products,most of the students have computer, medium at the same time the use of mobilephones as a log on the Internet, which the college students for electronic bankingproducts market development provides a convenient conditions, Quality from the customer point of view, knowledge level and the level of education of collegestudents is higher, can quickly accept innovation service, thus to word of mouthpublicity of parents and elders, expanded use electronic banking products group, theelectronic banking business development has played a series of profound socialeffects, College students in the university four years of career, need to pay the tuitionnonlocal parents remittance query online shopping and bank card account pay the testfee on the Internet and a series of online banking and mobile banking operation, thecollege students for the electronic banking products marketing provides theinevitability, so should the college students as the target market positioning, topromote development of electronic banking business.In this paper, in combination with the bank of China, jilin province, the presentsituation of electronic banking products positioning in the market of college students,through the analysis of the demand and market competition situation, specifically forthe unit of electronic banking products college students market to develop marketingstrategies, to the bank of China, jilin province to make contribution to thedevelopment of electronic banking business At present, the bank of China branch ofjilin province college students electronic banking products market development is notenough to carry out the marketing strategy does not reach the designated positionRemains to be strengthen, and many other marketing method On the one hand, mostof the students did not understand the electronic banking business, more do not knowwhat is electronic banking products, have what roles, although the bank has providedsome publicity pages, but the lack of specific validity, electronic banking productsinclude what, what features suitable for students to use, can cover security risks, howto make students groups of interest for electronic banking products, all of these bringgreat difficulties to the popularization of electronic banking products On the otherhand, the bank of China, jilin province.This paper is combined with the insufficiencies of jilin province branch of theelectronic banking product marketing, analysis the college students market demandand competition situation, SWOT analysis, clear internal and external environment ofthe college students market, including advantage factors weaknesses opportunitiesand threats factors, so as to put forward the bank of China branch of jilin province in the college students marketing channels of product prices and sales promotionmarketing strategy, through bundled marketing network marketing, relationshipmarketing and event marketing into the market development using online shoppingfashionable school opportunities as well as interactive cooperation with the school inorder to develop a series of measures such as propaganda, for college studentsaccepted form of marketing for propaganda, closely around the characteristics of thestudent market, perfect the jilin province boc electronic banking businessmanagement mechanism, incentive mechanism and after-sales service, in the face ofthe college students market marketing, thus contribute to the bank of China jilinbranch electronic banking business development.