Analysis Of China's Commercial Banking Network Marketing Strategy

It is a great innovation that Internet came forth and developed quickly. Internet have affected every aspect of economy and life. The world of marketing is entering a new and exciting era that was unimaginable only a short time ago. Traditional marketing methods have to be developed to adapt to the changing environment. The Internet marketing era is coming. Under these conditions, it is a principal subject for domestic commercial banking to make use of Internet effectively to creat the advantage in the drastic competition. So Combining the theory and the condition of domestic commercial banking , this thesis will discuss the subject of the Internet marketing strategy of domestic commercial banking. This paper is divided into three chapters: Chapter I introduces the reason that domestic commercial banking develop the Internet marketing strategy .This chapter could be divided into two big parts, the first part is section 1, introducing origins, developments , characteristics and advantages of the Internet marketing. The second part is section 2 and section 3, analyzing the reason that domestic commercial banking develop the Internet marketing strategy.We discuss this topic from two sides-- the exterior macroscopic environment and the banking itself-- to see if there have conditions to develop the Internet marketing strategy. Chapter II analyses the factors that marketer should pay more attention to when they set down the Internet marketing strategy, including customer, competitor and itself. Section 1 is the analysis of competitors ,depicting the general situation and strategy of the foreign capital banks at China and their advantages and disadvantages. Section 2 is the analysis of customer, discussing the dissimilarity of the traditional consumer and the modern consumer that the domestic commercial banking is facing from the structure and the characteristics of behavior .We put forward the standpoint that modern consumer is a complex swinging between the realism and the dummy. Section 3 is the analysis of domestic commercial banking.This part introduces the actuality of developing the Internet marketing strategy firstly, then explains their advantages and disadvantages. Chapter III put forward some advice about Internet marketing strategy of domestic commercial banking. It is stated from three aspects, the first is 4p mix, the second is the development of service marketing in Internet marketing, the last is one-to-one marketing. Our goal is to attract a great number of customers to use Internet banking and to promote the service level of domestic commercial banking to retain the customers. We suggest that domestic commercial banking draw on the customers to use the Internet banking by provding the information products and turning the traditional bank products into digital form. We advise adopting low price strategy. Experiencing personally the Internet banking service help to eliminate the worry about the security of Internet banking. We bring forward introducing integration transmission strategy on the promotion, and the strategy that traditional marketing channels blend with the Internet channels on the place. Because the product that bank provides is a kind of service essentially, this paper inquirys into the development and application of three main factors in service marketing, which are service process, physical evidence and people. The quantity of the service process is judged by the quantity of bank's website, the business process and the on-line customer support. We suggest raising domestic commercial banking personnel's making, developing and keeping the talented person who acquaint with the network technique and the bank business, creatinggood customer experience. In order to resist the foreign capital banks and increase customer satisfaction,we put forward the one-to-one marketing strategy in the last of this chapter. The substance of one-to-one marketing strategy lies in establishing the learning relationship between bank and customer. One-to-one marketing not aims at all customers, so we div...