The Personal E-bank Marketing Innovation Strategy Of ICBC GUANGDONG Branch Which Based On The Customer Perception Survey

As a combination of the traditional financial industry and the high-tech industry,online banking has become an inevitable trend and choose of Financial industry development at Network Economy Era.Through it,bank can extend her business to every corner of the world,and promote late-model business without setting up new branches. The industrial and commercial bank of China is the earlier one who owns the internet banking system,and its Guangdong branch’s personal internet banking is developing rapidly,but with the innovation of other bank,the ICBC GUANGDONG faces more and more challenges.The paper draw lessons from overseas bank and analyze current situation of ICBC IN GUANGDONG, then formulates appropriate marketing strategies and security measures by means of questionnaire. The first part is about the backgrounds,meanings,thoughts of my research.and the theoretical basis including customer perception theory, customer satisfaction theory and customer perceived influence satisfaction has been presented at the second part. The third part introduces current situation of personal e-bank in ICBC GUANGDONG, devise and evaluate questionnaire investigation through SWOT analysis is also involved in this part. The fourth brings forward personal e-bank marketing innovation strategy with regard to products, price, channel and promotion.The fifth part come up with the execution of marketing security measures, including network, perfect stimulate and after-sale service. The sixth part draws a conclusion and propose problems which need to be studied further.The paper is based on questionnaire investigation and SWOT analysis,and by discussing marketing thread and countermeasure of the development of ICBC GUANGDONG’S personal e-bank, to enhance its core competency and acquire competitive advantage. Therefore the paper provides reference material, peer draw lessons from it. Through qualitative and quantitative study, the paper elicits the personal e-bank marketing innovation strategy,including add some new Personalized features such as basic settlement, financing on the ebanking homepage to adapt to the needs of the customers; horizontal competition and Customer Rating should be take into consideration of the pricing of products;various pricing strategies should be taken to attract different types of client;Personal ebanking marketing should take branch as focal points to develop customer,supplemented by customer manager and network marketing; Advertising and new media promotion mode should be adopted to expedite the Health and benign development of personal ebanking services.