Marketing Research For E-banking Industry Of China

With China's entry into WTO, Chinese banking market is embracing more and more international banking giants. Compared with their local conterparts, foreign banks are good at their full-developed operating modes and innovative techniques; therefore they will compete with Chinese banks in Internet banks but not in bank outlets. It's very important for Chinese Internet banking to obtain an advantageous position in competition.Internet banking's customers have more choices of different banks with the increase of information transparency, the supply of Individualized services and the appearance of innovated business. In order to guarantee the fluidity and profitability of Internet banking in the future, we should maintain a certain amount of customer and make it rationally grow. Marketing can increase the efficiency of financial service and build credibility among customers. Guided by customer-oriented theory, it will promote the development of Internet banking and also satisfy the demand of customers.In this paper, based on marketing theory, it is hoped that internet banking with latest information technology can reach the purpose of operation and development by using the association of marketing tactics and satisfying the requirements of targeted customer groups. This paper puts emphasis on the analysis of marketing tactics and tries to build an efficient association of marketing tactics for the development of Internet banking by using the experiences of foreign Internet banking.