X City Commercial Bank E-banking Product Marketing Program Design

Electronic banking,a product of the Internet age,which considered as an advanced financial management&financial services tools is moving into everyone's daily life.Currently,the financial market is gradually opening up,and the technology continues developing.Under this background,the business of the traditional bank has been squeezed,and the electronic banking is becoming a trump card can help commercial banks win by maintain market share,innovative services,develop new services.Give full play to the role of a good electronic banking,can help commercial banks to maintain a leading position in the competitive market,and the complete transformation of the traditional banking services.So,if a bank want to stand out from the market,designed a good product marketing program to meet the characteristics of electronic banking become a critical issue.This paper is divided into four parts:In this paper,empirical research method has been used and made the theoretical research and practical experience combined.This paper selected X City Commercial Bank as a typical case to study the electronic banking products marketing issues.Firstly,analyze the present situation of X City Commercial Bank products marketing.Secondly analyze the problem of X City Commercial Bank products marketing,manifested as insufficient marketing efforts,the low level specialized of services,lack of personality,lack of customer segmentation and so on;And on this basis,this paper analyze the causes of problems X City commercial Bank product marketing.Finally,design a new product marketing program and put forward some suggestions to X City Commercial Bank.The innovation of this paper is using SWOT analysis theory from four aspects to analyzes the existing strengths,weaknesses,opportunities and challenges of X City Commercial Bank products marketing.With the need for the development of electronic banking products,this paper choose a reasonable solution to improve level,optimize the customer structure,mining the key customer resources,from staffing,technological-improvements,capital-investment,marketing-evaluation and other aspects.And design a program includes customer experience marketing,network marketing,multi-marketing three aspects.Lastly,feasible measures are put forward based on the actual situation of X City Commercial Bank.The program covers all kinds of influencing factors of electronic banking,and will motivates its development roundly with practicing and spread.