Research On Marketing Strategy Of Electronic Bank Of Lanshan Rural Commercial Bank

After 1950 s,the marketing concept was applied to the banking industry,which started late in China but developed rapidly.Lanshan rural commercial bank based on agriculture,rural areas,services,become the local financial main force.In recent years,under the influence of other commercial Banks to expand market strategy,business competition is increasingly fierce.Since 2010,the bank began to develop its e-banking business.With the opportunity of the initial development of e-banking business,it has achieved certain results.However,there are also various difficulties in e-banking marketing.By visiting customers,village committees and peer discussions,the author mastered the actual situation of customers,and conducted an in-depth study on the electronic banking marketing of Lanshan rural commercial bank by means of literature research and questionnaire survey.Firstly,the research results of bank marketing at home and abroad were reviewed,and relevant theories of marketing were elaborated,which clarified the research ideas and laid a theoretical foundation for this paper.Secondly,through market survey and interview analysis to understand Lanshan rural commercial bank electronic banking marketing status,analysis of the existing problems;Thirdly,based on the 4P theory,this paper puts forward a series of marketing strategies for electronic banking of Lanshan rural commercial bank.Finally,from the three aspects of strengthening the construction of the network environment,improving the sales system and improving the construction of the marketing team,the guarantee measures are formulated for the implementation of the marketing strategy.This paper can optimize the marketing strategy of Lanshan rural commercial bank,improve the marketing status of Lanshan rural commercial bank electronic bank,and enhance the market competitiveness of Lanshan rural commercial bank.Meanwhile,it can also provide reference for the research on the marketing of electronic Banks of other commercial Banks.