Research On Marketing Strategy Of Remote Financial Service For ICBC Changchun Branch

With the development of social-economic and technology of Internet,the smart phones became more and more popular.The utilization rate of E-banking and mobile banking is improved also.And the interaction mode between banks and customers has changed dramatically.At the same time of the continuous warming of Internet finance,ICBC also put forward the "e-icbc" 3.0 smart bank strategy in 2017,and its exploration and practice in the field of Internet continue to deepen.At the same time,with the improvement of people's living standards,the development potential of personal retail industry gradually appears,and personal Remote Financial Service emerge as the times require.This is not only the innovation of Internet financial development system,but also the transformation and upgrading of traditional commercial banks to better meet the needs of customers.This paper takes remote financial service of Changchun branch for ICBC as the research object,analyzes the current marketing environment of Remote Financial Service of Changchun branch of ICBC,and analyzes the necessity and development direction of Remote Financial Service of Changchun branch of ICBC promotion through SWOT.Find out the gap between Changchun Branch and coastal developed areas and the other bank,so as to get the current development mode of Remote Financial Service of Changchun branch of ICBC.And in this paper,it focuses on the analysis of the existing problems of Remote Financial Service of Changchun branch of ICBC,and points out the reasons that affect Changchun Branch's work efficiency,marketing capability,effect of service and other problems.Based on the theory of service marketing,this paper puts forward the marketing strategy combination in product,price,channel,promotion,personnel,tangible display,service process and so on.And in the aspects of employee performance appraisal,performance recognition,department coordination,process optimization,system innovation,etc.,the paper puts forward optimization suggestions,hoping to play a positive role in promoting the healthy development of Remote Financial Service of Changchun branch of ICBC at this stage.As the customer's composition and behavior are representative of old industry city of Northeast China,under the overall strategic deployment of the head office,how to speed up the transformation and upgrading of informatization and networking,improve its service ability and service level,and adapt to the development of new forms faster has certain theoretical and practical significance.