Research On E-banking Marketing Strategy Of M Bank Dalian Branch

At present,socialism with Chinese characteristics has entered a new era,and China has also moved from the stage of high-speed economic growth to the stage of high-quality economic development,which puts forward higher and newer requirements for bank transformation and business development.And the bank's electronic banking business has basically replaced counter as the core business of commercial banks to maintain customers,develop customers and serve customers.From the current survey of the development of electronic banking business of commercial banks,it is found that the functions of physical networks and electronic banks are basically the same,but the functions of deposit and loan,remittance and payment are restricted by payment platforms,network investment and financing companies and other shadow banks.The development of science and technology and the innovation of financial channels continue.It reveals the existing problems of electronic banking,but also has an impact on the traditional banking business and marketing channels.This paper selects specific banks and analyzes their e-banking marketing,combines domestic and foreign marketing experience and various marketing theories to find the existing problems in the e-banking marketing of M Bank Dalian Branch,and puts forward corresponding solutions to formulate the optimization strategy of e-banking marketing of M Bank Dalian Branch.Hope will serve as a reference for other commercial banks.To study the marketing strategy of e-banking business of commercial banks,we should not only make theoretical research from the angle of marketing strategy,customer relationship and market division,but also make empirical analysis on the actual operation of banks,so as to put forward reasonable suggestions for the future development of e-banking business of M Bank Dalian Branch.The first part is the introduction,which briefly expounds the background and significance of the research,and gives the research direction.The second part summarizes the existing research directions,ideas and literature,providing theoretical support for this study.The third part introduces the selected empirical research object,analyzes the current marketing strategy of E-banking business of M Bank Dalian Branch,and puts forward the shortcomings and problems of E-banking business marketing strategy of M Bank Dalian Branch;the fourth part gives the E-banking business of M Bank Dalian Branch according to the previous research foundation.Specific Countermeasures in the marketing of e-banking,through detailed introduction to solve the existing e-banking problems.The fifth part gives a summary of the content,directly expounds the conclusions of this study,and makes a reasonable outlook and forecast for the future.