Research On The Development Trend Of Online Banking:A Study Of Competitive Environment And Marketing Strategy

China’s commercial banks are generally high rate of bad debts, compared with the developed countries, the internal structure is not perfect, the external environment and internal structure of China’s banking industry put forward new challenges. The rapid development of Internet banking, the money shortage has become the norm in the case of the banking industry to make money in the past, the competition between banks has become increasingly intensified. In the financial market easing, regulatory barriers to gradually eliminate at the same time, for the development of foreign banks to provide policy support for private capital to enter the banking sector provides a condition.Behind the vigorous development of Internet banking is also associated with the crisis, foreign banks rely on Network Bank of new expansion, private banks in the middle part and the edge part of intensive cultivation will lead to new Internet banking competition. Therefore, it is very necessary to analyze the competitive environment, marketing strategy and development trend of China’s banking industry.The analysis based on the domestic and foreign development of the bank on the net, combined with Porter’s competition theory, marketing theory, information economic theory, non friction economy theory etc.. Analysis study of a new trend in the development of China’s Internet banking and competition in the new environment, and the marketing strategy do some beneficial discussion, combined with previous research results, and put forward some own ideas. The paper is divided into five chapters. Chapter 1 mainly introduces the research background, significance, research ideas and innovation; Chapter 2 first introduced the course of development of domestic and foreign online bank, then elaborates the related theory. The third chapter analyzes the influence of the Internet Bank in different market competition environment, and puts forward how to face the Internet Bank in our country. In the fourth chapter, we use SWOT method to analyze the marketing strategy of China’s online banking, and put forward the countermeasures. Chapter 5 to industrial and Commercial Bank of China as an example, on the competitive environment and marketing strategy of Internet banking of our country of integrated research, we should do a good job in customer segmentation and the cooperative and competitive differentiation model, adopt corresponding marketing strategies for different customers, and put forward the corresponding countermeasures and suggestions.