Research On Marketing Strategy Of Ebanking Business Of DQ Rural Commercial Bank

With the development of scientific and technological,electronic banking has become an obvious trend of product innovation and service channel development of banking industry.Electronic banking has been recognized by more and more customers for its unique advantages such as breaking time and space limitation,improving customer loyalty and low cost.As a city-level rural commercial bank,DQ Rural Commercial Bank bears the responsibilities of promoting inclusive finance,targeted poverty alleviation and serving the real economy in the region.However,with the increasing competition,how to quickly transition DQ Rural Commercial Bank from a single channel to multiple channels,transform from functionality to comprehensive services,and be recognized and accepted by a wider range of customers,achieve cost reduction and efficiency increase,and expand profits has become an urgent problem to be solved.Therefore,it is necessary to deeply explore the marketing issues of DQ Rural Commercial Bank.This paper takes DQ Rural Commercial Bank as the research object.The aim is to provide reference for DQ Rural Commercial Bank to continuously improve its e-banking marketing strategy through research on its e-banking business marketing strategy,and also to provide a reference path for other commercial banks in the region.Firstly,It explains the research background,purpose and significance,reviews relevant research literature both domestically and internationally,proposes the research content,methods,and technical roadmap,and provides an overview of relevant concepts and theories.Secondly,it analyzes the current status and existing problems of DQ Rural Commercial Bank’s electronic banking business marketing strategy.Thirdly,This paper analyzes the advantages,disadvantages,opportunities and threats of DQ Rural Commercial Bank’s ebanking Business Development by using SWOT analysis method,On this basis,utilizes the 7Ps theory to propose countermeasures for the marketing strategy of DQ Rural Commercial Bank’s electronic banking business from the aspects of product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,process strategy,and tangible display strategy.Finally,draw conclusions.Through the above research on the marketing strategy of DQ Rural Commercial Bank’s electronic banking business,it provides reference for DQ Rural Commercial Bank to continuously improve its electronic banking marketing strategy,and also provides a reference path for other commercial banks in the region.