Marketing Tactics Optimization Of X Rural Commercial Bank’s Corporate E-Banking Business

The rise of domestic electronic banking is marked by the establishment of the "One Net" website by China Merchants Bank,a joint-stock bank,in 1997,after which the four major state-owned banks and major commercial banks began to establish their electronic banking business and continuously increased their innovation.With the popularization of smart phones,the digital transformation of personal banking business of e-banking has been rapidly realized,and the online replacement rate of personal banking business has exceeded 90%,but the replacement rate of corporate e-banking is less than 50%,and there is an urgent need for further digital transformation of corporate banking business to improve online service capabilities.From 2019 to 2021,the operating income of X Rural Commercial Bank developed steadily,but the operating profit gradually declined,and the fierce competition in personal banking business led to a decrease in interest margin and a decrease in the company’s business income,resulting in poor operating efficiency.Therefore,solidly promoting personal banking business and focusing on the development of corporate banking business are of positive significance to improve the profitability of X Rural Commercial Bank,stabilize the corporate customer group,and add new corporate users.Based on the characteristics of banking services,based on 7Ps marketing theory,internal marketing theory and relationship marketing theory,this thesis writes a questionnaire,analyzes the marketing status of target banks,finds out problems through on-site investigation,and puts forward optimization suggestions.First,introduce the basic situation,business development scale and marketing status;Secondly,taking the 7Ps theory as the starting point,through the questionnaire survey,it is found that the problems existing in the marketing of corporate electronic banking business of X Rural Commercial Bank are found in seven aspects,which are summarized as few product functions,low account rate,single new customer channels,few marketing and promotional activities,unclear business responsibilities,poor customer experience,and poor banking service environment,which are the prominent problems in this questionnaire.Finally,starting from the problem,the reasons for slow product upgrading,insignificant price advantage,lack of customer segmentation,long-term inefficient promotion,insufficient human resource support,weak employee service awareness,and unsystematic vocational training are analyzed.Re-determine the marketing framework,carry out customer segmentation,confirm marketing objectives,re-locate the positioning,and conclude that the market target segmentation should focus the main marketing energy on government institutions and agriculture-related private enterprise users.For target customers,implement new product introduction,product differentiated pricing,multi-channel cooperation,and vigorously adopt advertising promotion,personnel promotion,public relations,staff training,network decoration,spiritual training and other strategic optimization.In order to ensure the timely implementation of marketing optimization strategies,ensure the implementation of marketing strategies,improve service capability guarantees,strict system guarantees for rewards and punishments,and key scientific and technological guarantees for digital technology transformation,escort marketing strategy optimization.