Study On The ICCES Model Marketing Of Electronic Bank Business Of Guangrao Rural Commercial Bank

Since the begi nning of the 20 th century,commercial banks began to invest more i n electronic construction.At the beginning of 21 st century,most commerc ial banks have already integrated their business systems covering the whole country.With the more fierce competiti on of banks,the development of internet finance and the flourishi ng e-commerce as never before,banks have invest ed in elect ronic banking not sti nt money.Then how is the development of electronic banki ng? How about cl ient s' acceptance abil ity? What are the problems i n marketing promotion and business ex panding? W hat are the achieve ments when put ting marketing t heory into practi ce? What is the weakness es? All the questions above are t he focus questi ons both in financial worl d and academic world.The thesis goe s on an empirical st udy with the example of rural commercial banks of Guangrao.C ombined with physi cal truth,the thesis analyses t he nece ssi ty of standardized service of elect r onic banking of rural commercial bank of Guangrao and shows the application of ICCES clients' consumption model and its effects in practi ce.Meanwhi le,the t hesis finds the problems in market ing and shows the weakne sses of ICCES cl ient s' consumption model in application.At the end of thes is,optimization sugge stions of ICCES clients' consum ption model are put forwa rd according t o the author's working experience.The conclusions of the thesis are as foll ows:I: ICCES clients' consum ption model has got some achieve ment s in practice,but there are some promotions needed to be taken.II: In order to better t he m odel,the author sugges ts to add “ Following Re-education” and“Us e Habit Developing” into “After Us ing”,for they can mai ntai n the achievements of m arketi ng much m ore efficiently,where the innovation point of the thesis lies.