Research On Marketing Strategy Of Bank Of Communications Bank Of China Branch Of Electronic Banking

Electronic banking is a network communication technology, computer technology, in a bank, and through the use of Internet data and information transmission to replace traditional ones, to provide customers with professional, standardized financial services 24 hours a day. At present has become improve service, develop the market, mining the customer's important way. It brings in new business service mode, break the regional restrictions gradually to intelligent shift with time, and improved the bank's operating efficiency to reduce costs, make bank business can more close to the customer.At present, the domestic electronic banking development has considerable scale, but due to a late start, compared with foreign Banks, in both product and there are large differences in terms of service.In the face of external competition, how to enable it to enter the fast-growing channel?How to further tap the potential benefits?At present has become the focus of each commercial bank. Based on bocom shaanxi branch of the electronic banking business as the research object, the integrated use of strategic management, marketing, management or related discipline theory knowledge and the analysis methods and tools, respectively from the macroscopic environment and microcosmic environment for comprehensive analysis of the factors related to, and the integrated use of comparative analysis, normative analysis in-depth study, through the bank of communications electronics bank business in marketing management and its reason was analyzed, the problems of product, price, promotion, channel was presented four sorts of marketing strategy, and accordingly put forward the corresponding security measures, respectively from the assessment mechanism, technical support, personnel support three aspects has carried on the system in detail.In this paper, the innovation is the strategic management theory and the traditional commercial bank marketing management theory, marketing management is introduced into the electronic banking business, further enrich the theory of marketing management of the electronic banking business. Secondly this article fully considers the current characteristics of the era of the Internet financial marketing, the traditional 4 p theory and dominated by consumers in the 4 c theory to carry on the organic combination.Through the analysis and research of the electronic banking business of bank of communications, help to know the weaknesses existing in the development of its business, to improve the marketing idea, plays an active role in business innovation, and for commercial Banks to establish innovation mode of bank management has guidance and reference significance.