Analysis Of E-banking Marketing Strategy Of WH Rural Commercial Bank

Internet technology has entered the fast lane of development,and the application of mobile intelligent terminal equipment accounts for an increasing proportion in people’s life.In line with the general trend,banks have launched online e-banking services,and handling related businesses through e-banking channels is the first choice of more and more people.With the substantial increase in the utilization rate of e-banking,the proportion of profits created by online e-banking has also increased significantly.Taking advantage of the east wind of the times,wh agricultural and commercial banking industry has also actively opened online e-banking business.In the early stage of e-banking business,a large number of existing customers recognized and used e-banking,and e-banking business has developed rapidly in a short time.At the same time,many problems have been exposed,and business marketing has fallen into difficulties.This study analyzes the e-banking marketing of wh rural commercial bank,analyzes the development process and current situation of wh rural commercial bank’s e-banking business based on literature analysis,interview and case analysis,and tries to find the existing problems.Guided by problems,this paper puts forward specific countermeasures for efficient marketing and sustainable development of e-banking business,which has reference value for the business development of wh rural commercial bank and other similar banks.After analysis and discussion,the main findings of this paper are as follows:(1)analyze the business marketing environment of wh rural commercial bank.In this process,the macro environment of the business is analyzed with pest as the framework,which shows that the business development is in line with the current trend,is the product of the times and has great development space.Further,the micro environment analysis from the aspects of customers,competitors and internal structure shows that its advantages and disadvantages coexist.While paying attention to the outside,we should also pay attention to the improvement of internal institutions.(2)Starting from the development process of wh rural commercial bank’s e-banking business,this paper discusses the development status of wh bank’s online banking business,mobile banking business,wechat banking business and acquiring business,and finds that it is basically good-oriented,but there are some problems.The existing problems include: failure to reflect their own characteristics through differentiation,unreasonable pricing and process to be optimized,mismatch between network layout and customer demand distribution,loopholes in communication with customers,and insufficient attention to risk cost.(3)The reasons for the above marketing problems are summarized as follows: focusing on products and ignoring "people",defects in the existing market survey,lack of technical and financial support and insufficient internal supervision.(4)Finally,targeted formulation of wh rural commercial bank e-banking business marketing strategy.For example,from the perspective of customer strategy,improve the accuracy of customer analysis of e-banking business,strengthen customer mining of e-banking business and pay attention to customer maintenance to prevent customer loss.