Study On Marketing Strategy Of Electronic Banking Of Gansu Bank

The business of electronic banking has become a new vantage of bank company business competition.The traditional offline products,in general,have become regional homogeneity in current situations.The development of electronic banking and its business breakthrough will be the key part,which banks will compete fiercely for.Electronic banking break down time and region limitations,and expand its service scope and depth.Compared with traditional banking business,it can also reduce cost extraordinarily.Based on growth of Internet banking,city commercial banks will provide customers with both online and offline seamless experiences.They can also improve their performance and achieve further expansion of the scale by using Internet banking,and then promote competitiveness and regional influence.As a localized city commercial bank,Gansu Bank has to face the great pressure from State-owned Commercial Banks,joint-equity banks,countryside commercial banks and other city commercial banks,and she need to use the Internet to improve the comprehensive management ability and customer service capacity and achieve great leap forward development.As the person in charge of the product promotion of electronic banking of Gansu bank,This thesis mainly studied the current status of electronic banking business development and analyzed the existing problems,meanwhile,according to analyze the advantages and disadvantages,opportunities and threats of Gansu electronic banking in the northwest,and according to the customer questionnaire analysis of Gansu bank,put forward the business positioning and main marketing measures of Gansu bank.The comprehensive marketing strategy has formulated to Gansu bank's potential customers and income customers.By accelerating product innovation and reduce the cost of capital in line,improving customer income;strengthen the brand construction of electronic banking,improve the form of feedback activities,strengthen the channels between customer diversion,increase customer stickiness and maintain customer activity.The above strategies have been approved and supported by the headquarters of Gansu bank,and some measures have been implemented in the business development of Gansu bank electronic banking.The development of bank electronic banking is changing rapidly.The conclusion of this thesis is based on the material and data obtained of 2014,2015 and 2016.