E-Bank Marketing Strategy Research Of B Bank

In recent years, the growth of Chinese economy slow down. Chinese economy steps in a new normality. At the same time,the interest rate becoming more and more marketization. The people's bank of China allows the interest rate floating up and down. The people's bank of China reduces the threshold of private capital into the banking sector. Faced with the new normality of Chinese economy, the marketization of interest rates and private capital access, competition between the banks is becoming increasingly fierce. But opportunities and challenges always coming together, the policies such as “Integrated development strategy of Beijing Tianjin and Hebei”, ”Internet +” and the appearance of new E-Bank channel like Mobile Bank bring new opportunities to B bank's development.B bank is a city commercial bank, compared with country-owned commercial banks and large joint-stock commercial banks, it's small in scale and weak in strength. At the same time, there are some short boards in the development of the B Bank itself, such as human resources shortage, poor product innovation ability, marketing channel development lag behind, etc. Facing the situation of both opportunities and challenges, B bank must make up their own short boards and seize the development opportunity to be the winner of the marketing war.This paper studies the marketing strategy should be taken by B bank's electronic bank department under the new situation. After analyzing the macro environment, B bank's advantages and disadvantages, opportunities and challenges B bank faced with and the problems of E-bank department's marketing strategies, considering with the specific situation, set marketing solutions for B bank's E-bank department. Faced with fierce competition in the market, the E-bank department must build a professional marketing team, integrate the marketing channels and take a holistic marketing strategy.