Study On Customer-oriented Marketing Of Chinese Internet Banks

With the development of internet, Internet Bank, as a new type of customer service, has soon become the center of attention. Many commercial banks in China have tried to serve their customers with internet banking service. Due to some factors, our customer-oriented marketing of internet banks is found to have some problems in the course of development. Therefore, we should learn the successful marketing experience from developed countries and then improve it or bring forth new ideas to build a new customer-oriented marketing system. It may help our internet banking develop more steadily and prosperously.This paper begins with the introduction of customer-oriented marketing, explaining its theoretical basis, its function and the successful marketing experience of foreign internet banks in detail. Secondly, the paper describes the present situation of our internet banks, the present situation of customer-oriented marketing of our internet banks and indicates the necessity of establishing customer-oriented marketing outlook. After that, it analyses the problems our internet banks are now facing and then elaborates on the causes. Finally, the paper gives suggestions, including devoting major efforts to develop internet banks, further forming customer-oriented managing strategy, building up a professional customer-oriented marketing team, establishing Integrated Marketing outlook into every bank clerk's mind, learning successful customer-oriented marketing experience from foreign countries, and strengthening the consciousness of bringing forth new ideas to customer-oriented marketing outlook, in view of the problems.This paper makes a systematic study with the 'customer-oriented' principle implemented at each level and suggests creatively that we could bring forth new ideas to customer-oriented marketing and as long as we persist in doing it, our internet banks will definitely make a steady progress.