Research On Marketing Strategy For Electronic Bank In Bank Of China Faw Sub-Branch

With the rapid development of Internet economy and the gradual improvement of electronic payment environment,electronic banking is a new type of finance,gradually from becoming the focus of competition among the major commercial banks.Electronic banking is an inevitable trend of The Times.With the development of electronic banking business and public changes in the use of electronic devices.electronic banking is booming.The Banks are in a position to remain invincible in competition with the big commercial Banks,It is bound to vigorously develop electronic banking business.The development of electronic banking is not only the trend of The times,but also an opportunity for the banking industry.Today,traditional counter service has been unable to meet the needs of modern business.Customers can use the electronic bank to handle the transfer,remittance,payment and other business.anytime and anywhere,it saves the time of queuing at the bank.This has not only changed the habits of the public,but also has become an indispensable means of competition for major Banks.The development of the electronic banking business can help banks tap new customers,at the same time as the shunt counter pressure improving service efficiency,creating intermediate business income.It is an important embodiment of the core competitiveness of the bank.The bank of China faw sub-branch is the competitive branch of the bank of China,jilin province.For a long time the bank of China faw-branch stick to the brand image,seize the market by product,develop with quality,keep up with The times,innovative development initiatives,improve the marketing mechanism,increase publicity,improve product function,actively promote online banking,mobile banking business.Understand the strategic significance of e-bank development deeply.However,as commercial Banks compete fiercely,We Chat,alipay and other third-party payment methods are developing more and more rapidly,the marketing of electronic banking has been hit.This paper analyzes the macro of electronic banking marketing,studying the current situation of electronic banking marketing.In order to formulate the future marketing strategy and implement the safeguard measure.Firstly,the present situation and existing problems of electronic banking marketing are analyzed.It can be learned that customer coverage is insufficient,target customers are not clear,product innovation,employee marketing awareness is not strong enough and so on.The situation of the bank of China faw-branch severes aging,there are many banks around.Competition is fierce and the market is saturated.On the product,the business advantage is not outstanding.The Banks' electronic banking operations are much the same.In addition,the joint marketing consciousness of the teller and the lobby manager is not strong,and the customer is often lost,resulting in the loss of customers.Secondly,it analyzes the macro and micro marketing environment of e-banking marketing of the bank of China faw sub-branch,using SWOT analyze strengths,weaknesses,opportunities and threats,reposition the market,determine target market.The last,making STP analysis for the bank of China faw sub-branch,in the aspect of product,price,promotion and channel,the improvement of electronic banking marketing mix strategy and the implementation safeguard measure.And improve the understanding of electronic banking business,the development of electronic bank as a strategic platform is clearly defined.We will unswervingly promote the development of e-banking.Develop an e-banking business development plan suitable for its own practice and take practical measures,clear rewards and punishments means and mechanism guarantee,focus on talent training and echelon construction.We will continue to increase support for science and technology.Continuously improve the replacement rate and market competitiveness of e-banking,promoting the development of electronic banking business into the fast lane.