Research On The Marketing Strategy Of Gansu Branch Of ICBC

With the advancement of our country economy and social informatization construction,the rapid expansion of Internet technology and e-commerce applications,electronic banking as a new way of banking services is becoming more and more get the attention of people.At the same time,the quickening of the pace of life makes people's time fragmented,requiring financial accounting transactions anytime and anywhere,which provides huge development space for the rapid development of electronic banking.Since the introduction of the e-banking business in 1999,the domestic Banks have experienced rapid development in the past 20 years,and the replacement rate of the electronic bank to the traditional banking business has reached more than 70%.At present,the electronic banking business has covered the traditional business of the bank and the new business of wealth management,account oil,foreign exchange trading and so on,and has entered a new stage of development.Gansu province branch of industrial and commercial bank of China attaches great importance to the development of electronic banking business,the electronic banking business and customer quantity scale,the electronic bank exchange rate and other key data ranks first in the province.However,as a new way of banking,the gansu branch of Icbc still has many problems in the long-term rough development.In this paper,through a combination of theory and practice,using the method of field investigation,the methods of literature research,analyzed the research background and research significance,puts forward the main content of the study,thinking and research methods.Based on the analysis of the current situation of Icbc's branch in gansu province,the paper analyzes the problems existing in the marketing strategy of Icbc's branch in gansu province.At the same time,4P theory,STP theory and SWOT analysis method were applied to analyze the macro environment and industry situation of Icbc's branch electronic banking business.On the basis of analysis,the paper puts forward the market positioning and specific marketing strategy of e-banking,and gives some measures to implement it.The purpose of this paper is to through the research and implementation of marketing strategy,to industrial and commercial bank of China gansu branch of electronic banking marketing a specific guidance,to ensure that the icbc gansu branch trade market leading position.At the same time,it is hoped that this paper can be a reference to the electronic banking marketing of other Banks in gansu province.