The Electronic Banking Marketing Strategy Formulation And Implementation On NL Bank

With the enhancement of electronic level,especially the rapid development of network technology,it is self-evident strategic significance of electronic bank in the banking industry.In 2013,the electronic channels counter replacement rate of domestic commercial bank has more than 70%,electronic banking transaction number has more than 1000 Billion,The electronic banking business have been booming.As competition intensifies,in recent years,banks cost the huge investment in electronic banking marketing.In the complex environment,how to improve the NL bank electronic banking business marketing competitiveness has draw the bank management practical concern.Discussion on NL Bank how to solve encountered problems in the electronic bank business marketing,through the development of practical marketing strategy,change extensive marketing has strong practical significance for the intensive marketing.The thesis make the NL Bank electronic banking as the main research object.First,by using the related theory of marketing mix strategy,through the analysis of the electronic banking business in product,price,channel,promotion four aspects,find out its presence in the use of marketing strategies in the problem.Then use the PEST model and SWOT model on the macro environment,the NL Bank internal environment and the competitive environment analysis.The selection and positioning of target market,formulate the NL Bank of electronic banking products periodic marketing strategy,product strategy innovation,enhance service level product strategy;free strategy,preferential pricing strategy,bundled sales service,relationship of pricing;optimize the network layout,strengthen self-help,mobile,TV channel construction,integration of channel information the innovation of agriculture,channel,open up the three party payment channel strategy;personnel promotion,advertising,sales promotion,public relations promotion.Finally put forward the measures to ensure the implementation of these strategies,including the change of management concept,strengthen the team building,increase scientific and technological support and strengthen risk control etc..