| While information technologies and network technologies see fast-paced growth and the social economy is experiencing accelerated informatization,online banking becomes an arena where major domestic commercial banks are vying fiercely.People are convinced that online banking can be an important solution to a host of issues, including improving market share, reducing operating cost,shunting pressure from OTC transactions,building core competence, and raising the service benchmark.Guangdong Development Bank(GDB) founded in September 1988 with the approval of the State Council and People's Bank of China as a piloting bank for the Chinese financial policy reform, is one of the earliest-incorporated joint stock commercial banks. Headquartered in Pearl River Delta region as a market economy active, early 2000 for online banking access and construction. Began in 2001 launched the Internet banking, the real Internet for financial business. But for various reasons, after the construction has not been full attention, the development stalled.Since 2004, with the four major state-owned commercial banks, the China Merchants Bank and other joint-stock commercial banks in the area of online banking pay attention to the online banking,GDB completely reduced to a market follower. The end of 2009, Guangdong Development Bank's new chairman took office, he proposed use of building three years to become the leading online banking system. According to this, 2010 will be a solid foundation in the year, the online banking system will be comprehensive reform, will use the most sophisticated Web2.0 technology to build a new online banking platform, and on this basis to develop a large number of new features. Increase in Third Party Custody, Fund Trading, Self-service Payment…a series of new business. Gradually reached the level of the domestic first-class commercial banks on the business function. 2011 is a year-round promotion, GDB online banking in customer number, customer usage and market share are required to obtain a significant improvement to the domestic first-class more than 50% of commercial banks. Based on the continued development, close to or reach the level of the domestic first-class in 2012. Marketing theory and experience tells us that product development is only part of marketing mix strategy,promotions attract users to use products really. How to carry out online banking's promotion will be the major problem of GDB in 2011.This paper will review the marketing and promotion of research results and a brief summary and promotions related to the theory of online banking at first. And then, through the analysis of the GDB's marketing objectives, determine the marketing goals of online banking. Through the promotion environment, promotional objects, promotional methods to analyze, locate and research, marketing tools and promotional activities to determine the spatial and temporal location, in order to develop specific marketing programs and promotional activities to make the budgetThis paper will review the marketing and promotion of research results and a brief summary and promotions related to the theory of online banking at first.And then, through the analysis of the GDB's marketing objectives, determine the marketing goals of online banking. Through the promotion environment, promotional objects, promotional methods to analyze, locate and research, marketing tools and promotional activities to determine the spatial and temporal location, in order to develop specific marketing programs and promotional activities to make the budgetThis paper will use the combination of theoretical analysis and concrete examples of the method, with some of the latest research literature and collect data with a large number of GDB to analyze the actual situation. Hope that the final paper will conclude GDB promotions online banking has some reference value and promote the significance. |
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