| The development of science and technology is changing the pattern of global economic and financial development,globalization,information and networking has been the key financial industry keep vigorous vitality.To win a place in the white-hot competition market,the Banks will have to build their own core competitiveness,and electronic banking can be said to be the foundation and the core competitiveness of today's information age bank growth engine.Hefei rural commercial bank of science&technology to accelerate the transformation and upgrading of the retail business,and integration of online resources,and actively promote "the letter e to pay" business,to provide more intelligent,safe and convenient service."the letter e to pay" business is Hefei science&technology for the implementation of the rural commercial banks on developing strategic plan of electronic banking and launch of new products,it is to provide support for specially engaged micro letter,pay treasure,community e bank code and bank cards,and other single way,it provide a trading fund settlement services Just simple said,it is via a qr code,complete WeChat,alipay,mobile phone bank payment three channels such as polymerization,with low rates,hands-free fees,settlement cycle is short,and many other advantages.This paper combined with Hefei rural commercial bank business development of science and technology,business marketing "the letter e to pay" researches in business,and to analyze its marketing objectives,the current situation and defects of its own,marketing environment and market positioning,etc.,to Hefei rural commercial bank of science&technology"the letter e to pay" the development of the business to provide constructive Suggestions,the theoretical significance on the further development of the electronic banking business marketing strategy theory application in the urban rural commercial bank,the development of the electronic banking business marketing strategy theory,in the actual sense to Hefei rural commercial bank of science&technology make recommendations for the development of the electronic banking business,effectively solve the problems that exist in the actual,make this article more realistic guiding significance."the letter e to pay",both for the agribusiness bank customer base for the development of transformation,and make a fusion of the life consumption of financial services and more in-depth,to further meet the demand of the majority of merchants and customers convenient and quick to pay,mobile personal financial services and life goals.At present,the homogeneity of services,product innovation ability insufficiency,the lack of a clear market positioning,professional talent team is not strong,single product promotion,marketing strategy needs to be further perfect and so on all affect"the letter e to pay"marketing promotion of the business,its market positioning and improve "the letter e to pay"marketing strategy is particularly important.To sum up,Hefei science&technology rural commercial bank from the following four aspects to improve of science and technology business marketing strategy.First,strengthen product innovation ability,make product competitiveness,with all-round development product industry application function,accelerate product innovation,actively establish"the letter e to pay" faith service" three rural "brand value;Second,a clear market positioning,select the appropriate target market,market segmentation with the customers,combined with their own advantages,choose the right target market;Third,adopt diversified promotion strategy,improve the service process,strengthen "the letter e to pay" product advertising promotion,strengthen the marketing personnel training,perfect appraisal mechanism for personnel promotion;Fourth,open the diversified sales channels,joint marketing activities,improve the traditional outlets,optimization of network configuration,network joint development between urban and rural areas,often run marketing. |
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