Marketing Strategies Of Personal Internet Banking Of ICBC Jining Branch

Nowadays, the new network economy is sweeping the globe heavily. As the core of the national economy, banks are changing greatly in the impact of this wave. With the changes of the macro-economic environment and steady growth of personal income, the competitions within banks become more and more intense; however, the profits of the traditional commercial-bank services are presenting to a downward trend. As the novel service channel, internet banking adapts the network economy development and becomes the new profit growth point. Online banking has the characteristics of customers' convenience, low cost, strong service innovation capability, and now has become the important way for the banks at home and abroad to advance services and share market.After China join in WTO, the operating environment of national commercial banks and the competition patterns of the online bank services have changed a lot. Under this background, internet banking services of Industrial and Commercial Bank of Jining branch are facing with severe challenges.Firstly, we tried to find out the opportunities and challenges of internet banking services of Jining branch via the macro-environment and the competitive environment that impact on the development of internet banking. Secondly, we tried to identify the strengths and weaknesses of the enterprise through in-house environmental analysis. At last based on analyzing the characteristics of the online customer need and consumer behaviors, we carried out the market segmentation and product positioning. According to the target customer and market positioning, in order to handle the fierce competition successfully, the important thing is to segment the current personal internet banking service in Jining branch and then constitute the suitable marketing strategy combination of a series of product, price, place and promotion.Finally, I hope the proposed suggestions of marketing strategy and related measures can contribute greatly for the development of personal internet banking service in Jining branch of ICBC.