Research On The Marketing Strategy Of E-Financing Business Of Liaoning Branch Of China Construction Bank Under The Background Of "Internet +"

With the rapid and comprehensive popularization of the Internet,various Internet-based services and innovations have been introduced.The government has followed the trend to designate the "Internet +" strategy which is to encourage various industries,including the financial industry,taking full advantage of Internet thinking and technology to achieve re-positioning and transforming development.As a strategic business of the banking industry,the e-financing has a high degree of dependence on the development of the Internet and is the key point for the banking transformation.The e-financing business of China Construction Bank sources from electronic banking business,which is the upgrading positioning to reflect the strategic significance of the Internet for CCB.The e-financing business is an extension of banking channels in the network and is the carrier that connects the bank,customers and the products.It's also the main source of bank profits in next few years.As other commercial banks paying more attention to the e-financing business and the invasion of the third party companies into the financial services,CCB's e-financing business is confronted with many new challenges and opportunities.Based on the analysis of the external environment,the internal environment,the demand environment,the competitive environment and the SWOT of China Construction Bank Liaoning Branch in e-financing business,this paper points out the internal advantages,the existing problems,the opportunities and challenges of Liaoning Branch in the e-financing business development.On the basis of the analysis to environment,the paper uses the STP analytical method to make clear the market segmentation,target market and market positioning of Liaoning Branch e-financing business,and gives out the marketing strategy including product strategy,price strategy,channel strategy and promotion strategy.In view of the marketing strategy,this article proposed some related support measures including resources support,policy support and the risk control support.We come to the conclusion at the end of the paper,and of course there is still some deficiency for us to make a further research.