Research On The Marketing Strategy Of Electronic Banking Products Of ICBC Huaibei Branch Based On Customer Experience

AS the internet economydevelops rapidly,electronic banking has become an important business carrier,because of its huge advantages and great convenience,electronic banking has gradually become an indispensable part of people's life.in view of this,the commercial banks have increased their marketing efforts to electronic banking,gradually increasing the investment in all aspects of electronic banking,aimed at constantly improving customer experience and satisfaction,increasing the viscosity of the customer,thereby expanding more customer resources.It is in this background that the ICBC,with the electronic bank as the focus,actively change marketing strategy,fully develop the electronic banking business,and strive to promote the development of ICBC business through electronic banking.Specifically,this paper first describes the background and significance of the topic,clarify the development of electronic banking business will become a tool for the development of commercial banks,at the same time,according to the advantages and research significance of the electronic banking described in the background of the internet economy era,customers pay more attention to the product service and experience.The second chapter mainly introduces some related theories of marketing strategy,which focus on the experiential marketing strategy theory related to customer experience.The third chapter is the customer experience status of the electronic banking products of ICBC Huaibei branch,and then through the specific questionnaire survey of Huaibei ICBC electronic banking customer experience,statistics and analysis of the customer satisfaction rate of Huaibei ICBC electronic banking business,then obtains the customer experience marketing advantages and problems of Huaibei ICBC electronic banking business.The fourth chapter mainly focuses on the specific problems of customer experience marketing of the electronic banking customer experience in Huaibei ICBC,which is analyzed in the third chapter.from five aspects,it elaborates the specific marketing strategy of Huaibei ICBC to improve the customer experience of electronic banking,in order to improve the customer experience feeling of the electronic banking business of Huaibei ICBC,so as to promote the development of the electronic banking business of ICBC.The fifth chapter is the last chapter,is the summary of the article and the prospect of the development of the electronic banking business of ICBC in Huaibei.In short,this paper analyzes and research the electronic banking business of ICBCHuaibei branch,combined with the traditional marketing strategy and experiential marketing strategy and customer demand characteristics,aiming to enhance customer experience,so as to promote the rapid development of electronic banking business in Huaibei branch of ICBC.