Research On The Marketing Strategy Of “Bank Of China Yishang” Direct Banking Business

In September 2015 the bank of China to launch the "BOC yi shang" network financial brand,“BOC yi shang” direct bank(or called "yi shang finance")located in personal finance products online sales platform,build a virtual account system,through the access network financial products such as "pension treasure",to provide users with registered accounts,real-name certification,access to gold,investment banking and online financial services.After the development of the past,their growing marketing problems.In a competitive market environment,to win many customers in a short time to occupy the market quickly,must pay attention to the marketing work,to develop a reasonable marketing strategy,and according to market changes timely adjust,this is the "BOC yi shang" direct bank's top priority.Based on Internet financial environment,use "BOC yi shang" direct banking business as the research object,making the "BOC yi shang" direct banking marketing strategy and safeguard measures,thought that other direct banks business marketing work provides theoretical and practical guidance.The full text including seven chapters.The first chapter is introduction.The theoretical basis of the second chapter,the definition of commercial Banks,direct Banks,direct business concepts,on the basis of building composed of 4Ps and 4Cs theory direct banking business marketing strategy research theory analysis framework.The third chapter on the analysis of the direct at home and abroad on the basis of current situation of the development of banking business,summarizes the experience and enlightenment of the foreign direct bank.The fourth chapter on "BOC yi shang" direct banking business to carry out a SWOT analysis.The fifth chapter based on the theory of 4Ps and 4Cs for "BOC yi shang" direct marketing strategy of bank business.Chapter 6 to find security "BOC yi shang" direct banking measures on the implementation of marketing strategy.Chapter seven summarizes the full text and research prospects are put forward.The study found that at present academia on direct bank study focused on foreign direct banking experience and enlightenment,operating model,competitive disadvantages such as macro level,there is no people study a commercial bank direct banking marketing strategy formulation.Then,this article introduces 4Ps and 4Cs theory direct bank study,integration and improve the product orientation based on the 4Ps marketing and customer service oriented marketing strategy based on the 4Cs,from products to customers,to take the initiative to good customer service,build "BOC yi shang" direct integrated marketing strategy of bank business.At the same time,this article makes a direct bank marketing strategies and safeguard measures on the implementation of strategy.