Research On The Marketing Strategy Of E-Banking Business Of ICBC Jingdezhen Branch

With the advent of the 21 st century Internet era,along with the rapid development of science and technology and the upgrading of banking business requirements,the application of the Internet in the financial field has continued to deepen,which has made great changes in the traditional financial industry.The combination has made the financial industry’s competition in the global market increasingly fierce and promoted the rapid development of electronic banking.As a new type of banking service born of Internet finance,e-banking has a lower cost than the traditional banking services,and is faster and more convenient to use than traditional banking services.As one of the earliest commercial banks in China to develop e-banking,ICBC has become an important source of innovation and an important economic growth point after more than two decades of development.At the same time,corresponding problems related to electronic banking have also emerged.Based on the customer relationship theory and 7P marketing strategy combination theory,this article first analyzes the current status of ICBC Jingdezhen Branch’s e-banking business development,and then,based on the analysis of the user experience of ICBC’s Jingdezhen Branch’s electronic banking business,this article reveals the problems of ICBC’s Jingdezhen Branch’s electronic banking business: One is the lack of breadth of the product line,the second is that the price advantage is not obvious,the third is that the channel planning is not clear,the fourth is that the publicity effect is not obvious,the fifth is the lack of personnel marketing capabilities,the sixth is the inconsistent style of different systems,and the seventh is the ease of operation room for improvement.Then,based on the marketing objectives of the electronic banking business of the Industrial and Commercial Bank of China Jingdezhen Branch,specific plans for electronic banking business marketing were proposed,including:optimizing business processes to improve product quality,setting reasonable prices to expand the customer base,and opening up various channels To implement precise marketing at different levels,use the construction of e-commerce platforms to expand promotional methods,improve the service capabilities of e-banking business personnel,integrate various systems to form a unified customer view,and improve the interactive experience based on system process optimization.Finally,this article summarizes the implementation guarantee of the e-banking marketing optimization plan of the Industrial and Commercial Bank of China Jingdezhen Branch,including four aspects of establishing a corporate culture that adapts to the mobile Internet era,building a high-quality professional talent team,strengthening internal linkage and support,and improving risk management.