Study On The Marketing Strategy Of County Branch Of The Agricultural Bank Of China's Electronic Banking Business

In recent years,information technology with internet,mobile data and cloud technology as core is promoted and popularized gradually.This predicts and indicates the arrival of the new-generation information technology revolution.Such revolution is changing the behavior model of the whole society.Bank industry is no exception.In particular,upgrading the customer attracting ability and creating differentiated competitiveness by continuously innovating the convenient functions and service of electronic banking by virtue of the new information technology has become the focus for different banks.Meanwhile,the third-party payment institutions,private banks and foreign banks are making use of the new information technology to step into the financial market,which intensifies the competition in the bank industry.In the financial market competition under the guidance of information technology,mass physical branches and broad layout covering multiple points are no longer the advantages of agricultural bank.Therefore,confronting with the broad rural financial market,developing the electronic bank business in the country financial market and seizing more market share in the basic level become one of the most important strategies for the agricultural bank to seize the market share and accelerate development in the environment of fierce competition.This paper is composed by 5 parts.The first part is the introduction,briefly introducing the background and significance of the subject selection,domestic and overseas research status,research content and method as well as the innovation of this paper.the current situation of domestic and foreign research,research contents,methods and innovative points.The second part mainly introduces the related theories of the electronic banking business and the theoretical basis of this study.The third part analyzes the marketing aility and the marketing environment of the electronic banking business of Caoxian county branch of Agricultural Bank of China.The fourth part analyzes the marketing problem of the electronic banking business of Caoxian county branch of Agricultural Bank of China.In the fifth part,combined with the "Agriculture,Countryside and Farmers" characteristics of the Agricultural Bank of China,this papper put forward the marketing strategy of Caoxian County branch'selectronic banking business,and strive to make contribution to the sustainable and stable development of Caoxian county Branch's electronic banking business.