The Research Of BOC Shandong Branch E-banking Marketing Strategy

In recent years,new methods of payment,such as pay treasure payment,WeChat Lucky Money are eating away at the bank to pay market quickly,they pose a huge threat to Banks.To this,the banking industry and bank regulators have made their response.In 2014,the people's bank of China governor Zhou xiaochuan made it clear not to ban financial products,such as balance of treasure,encourage financial innovation.Deputy governor of the people's bank of Pan gongsheng,published a signed article in the people's bank website to maintain financial market stability of specification and development of the Internet finance,pointed out that according to the whole while the thinking of change and enlarge,promoting the development of the Internet financial regulation.In the face of "savage growth" Internet financial products,commercial banks after the panic soon fought back,launched the banks monetary fund products,such as Bank of China launched the "Bank of China current treasure",the Industrial and Commercial Bank of China introduced the "ICBC credit cash fast line",etc.In addition,the commercial banks to further intensify the support to the development of electronic banking,electronic clear development strategy,the focus on line layout.In conclusion,based on the Internet and electronic information technology,how to win the battle for the age of the Internet client and what is the direction for the future of electronic banking are becoming a subject of major commercial banks must be in-depth study.The BOC Shandong branch electronic banking after years of development,is providing customers with comprehensive functions,such as personal Internet banking services including account inquiry,transfer remittance,deposit,self-help pay cost,written guarantee,credit cards,investment banking services.In addition,for the net silver VIP version of the customer provide the marketing information,industry trends,professional analysis report and other financial information services.Business Internet banking service support through a web browser and fact straight league two landing ways,provides account inquiry,transfer remittance,argues reconciliation,electronic instrument,cash management and other functions.Electronic bank from BOC Shandong branch however,still having certain gaps when compared with other banks.Main reasons are:at present domestic commercial banks electronic banking product homogeneity degree is higher,the price becomes an important factor that affect the customer to choose.Though mobile banking through the Bank of China transfer whole free policy,but due to cost considerations,through online bank transfer will charge a fee according to the transaction and whether an inter-bank etc,is likely to sustain customers have an impact.Electronic banking of BOC Shandong branch development at present marketing activities more,but the marketing activities of publicity to ascend,for customers to expand the role of should also be further strengthened.There are a lot of employees are passive marketing,in order to complete the target task and do grasp of product,natural without good marketing effect and so on.As a result,this paper reviews the research literature summarizes the domestic and foreign scholars for electronic banking business,using theoretical analysis tools such as PEST,SWOT analysis of BOC Shandong branch electronic banking business development,the macro environment and internal situation faced by combing marketing present situation,existing problems and the reasons of the problem,then use 4p marketing theory put forward suggestions for improvement.To ensure the smooth implementation of marketing strategy should also improve the system of examination,strengthen the team construction,optimization of after-sales service system,etc.At the same time,strengthening the electronic banking risk control ability,including strengthening banking compliance and internal control management,actively promote the electronic bank safety knowledge,guide customers to do a good job of safety,strengthen the electronic bank safety control and risk prevention system,strengthen the support and operation system,etc.I believe that strengthening the construction of electronic channel after the BOC Shandong branch,will certainly to glow the new vitality and strength,also for other domestic commercial bank's electronic banking marketing provides a reference and reference.