Research On Marketing Strategy For E-Bank Products Of ICBC Jilin Branch

In the face of economic and financial development situation is complicated andchangeable at home and abroad, and make full use of modern information technology,computer optimization of financial services has become a new focus of bank businessdevelopment. Electronic banking business with its low cost, stable customerrelationship, improve service efficiency, improve the advantages of businessprocesses, has long been integrated into the comprehensive competitiveness of thecommercial bank. How to obtain the advantageous position in the market competition,improve the management level, is to further develop the function of ICBC Jilinbranch of the problem to be solved.Firstly, definition, characteristics of electronic banking and related businessanalysis, according to the relevant marketing theory, explain the electronicinformation of financial services for the industrial and Commercial Bank of ChinaJilin branch (hereafter referred to as: ICBC Jilin) importance.Then, this paper from the scientific theoretical basis, focusing on the macro andmicro environment, using the SWOT analysis method, the ICBC electronicinformation technology development of Jilin for financial services have advantages,opportunities; and their own weaknesses and threats.By reviewing the course of development of business of ICBC electronic bankingand the current operating status, electronic currently ICBC Jilin has founded theinformationization of financial business and service are studied and discussed, found,current business and service in the aspect of credit system, business environmentsafety, business development organization design, marketing mechanism, businessprocess system has some defects, restrict business development. Then based on the theory of marketing on the basis of the relationship betweenthe development of electronic information technology, the financial business andservice idea and operation strategy and social economic environment, businesslocation, market potential, business development goals and other factors, combinedwith the bank situation, has developed four strategies: brand strategy anddevelopment, joint type, differentiated marketing strategy and business partners.Electronic banking products and services marketing, not only to follow the laws ofthe market, follow the theoretical principles, should continue to carry out theinnovation of products and services in the two aspects of business and management,marketing strategy combination play advantage, effectively grasp the direction andcompetitive business initiative, achieve sustained development momentum.Finally, the paper summarized, pointed out the value of this paper is to promotethe ICBC Jilin for the development of electronic information in financial services andthe extension of business, enhance ICBC Jilin comprehensive competitiveness at thesame time, provide guarantee for the sustainable development of new type electronicbusiness information, provide theoretical and practical reference for the othercompetitors the development of electronic information technology and financialservices.