Research On Corporate E-banking Business Marketing Strategy Of XX Bank,A Branch

Electronic banking refers to completing financial transactions by banking customers self-service mode through computer,Internet,mobile network,wireless network,telephone audio equipment or other electronic equipments,and other service channels,which provided by commercial banks and other banking financial institutions.In this paper,the Corporate E-banking Business of Commercial Bank refers to provide banking financial services trough above channels to enterprises,institutions,social organizations,individual businesses and other organizations who had a business account in the bank,and they completes the business by their self-services.Nowadays the E-banking business has entered a mature stage of development.As personal e-banking increased rapidly,corporate e-banking became an important channel for more and more enterprises to obtain bank services.As China's economy stepping into the "new normal-condition",the impact of the Internet on commercial banks intensified,the banking industry competitive landscape increasingly complex.Internet banking as an effective complement to modern finance,opened a new financial model.Facing the violent impact of the Internet banking,traditional commercial banks started transformation changes in "Internet +" mode one after another,and introduced a series of innovative measures.Therefore,in this rapidly changing market environment,how to keep up with the market orientation and positioning target market,fully meet the needs of customers,and on this basis,draw up accurate and effective marketing strategies,improve their comprehensive competitiveness and increase their market share,has become an important research topic in the development of China's commercial banks.As a result of the close integration of the commercial bank and the Internet,e-banking is endued with new mission under the new historical background,and become an important part of the core-competitiveness of commercial banks.This paper innovatively studies the e-banking business from the corporate range,takes the XX Bank of China A branch as the research object,research on the marketing strategy of the corporate e-banking business.Through the analysis and comparison of the corporate e-banking business development between domestic and foreign commercial banks and other financial institutions,get A branch's own business competitiveness and weakness,meanwhile,from the micro and macro point of view,this paper analyzes the marketing environment of A branch to the corporate e-banking business.And seek for the key of marketing e-banking business of A branch trough the strengths,the weaknesses,the opportunities and the threats of the business by performing SWOT.Resulting from the research,the guiding ideology of A Branch's corporate e-banking business development can summarized as "e-banking entrance conformable,e-banking function multiple,e-banking product customization",and the development goals is to create a concierge-like enterprise financial service platform with "Unified platform,plentiful products,good service experience,service customization"characteristic.On the basis of market segmentation and selection,and according to the needs of the target market customer groups,this paper puts forward the marketing strategy with different characteristics,in order to effectively improve the efficiency and effectiveness of the corporate e-banking business of XX Bank of China A branch,and promote the development of the business of A branch.