Research On Marketing Strategy Of Personal E-banking Products In Jilin Branch Of Bank Of China

With the rapid development of Internet and information technology, as well aspeople’s individual needs and convenience for banking, e-banking products to maketraditional banking business incomparable advantages, increasingly become thefinancial industry’s most competitive marketing tool, vigorously expand electronicbanking is China’s commercial banks to address the financial challenges ofglobalization inevitable choice.Through analysis of Jilin Branch of Bank of China is currently the developmentof personal e-banking products and existing marketing strategies, found that there arecertain problems of their marketing strategy. In each of the product lines and morehomogeneous, more intense competition; lack of advantage in service pricing, nocorresponding promotions to match; urgent need to accelerate speed to market;marketing means more single, the lack of effective tracking and re-sale service; thelack of a marketing team match products. The main reason for the formation of theabove problem is not product design from the customer demand perspective; pricingdoes not compare with the industry to develop; marketing activities are not includedin the overall marketing concept banks; lack of a reasonable allocation of resources,staffing and evaluation system.In order to develop scientific product marketing strategy, for which the Bank ofJilin Branch of macro marketing environment, including political, economic, socialand technological environment in which the micro-environment, including marketand competitors, their own development, customer groups were analysis. SWOTanalysis, clear the bank has a good brand image, quality of products and customermanager team building Seiko secret agents, as well as the presence of the customer base is relatively weak marketing system has not really established, the bigdisadvantage is not high degree of utilization of the data in the face of the Internet Bydeepening the development of technical and socio-economic model changeopportunities, but also from the other three state-owned banks, the Internet andfinancial challenges, pursuant to which it will adopt a positive opportunity forstrategic advantage in the future for a long time to develop a personal e-bankingproduct marketing strategy.Jilin individual customers through market segmentation, a clear target marketand market positioning Bank of China Jilin Branch of personal e-banking products.Use4P theory, its development of new marketing mix strategies, including:(1)product strategy. Mainly based on customer demand, product innovation, improveproduct features, deepen goods and services.(2) pricing strategy. Mainly in thebusiness development stage, take a free way; stable business development,differential pricing.(3) promotion strategy. Use of brand strategy, integratedmulti-channel, the use of new media resources for marketing, precision marketing,experiential marketing.(4) channel strategy. The main way is to improve the networkchannel marketing, innovation and other marketing channels such as online channels,home promote channels, direct sales channels and cross-sector cooperation channels.And proposed marketing strategy needs to support the implementation of safeguards:human resources and support, human resources support, performance appraisal policy,costs and resource allocation, risk control system and support information technologyresources.