Customer Analysis Of Marketing Strategies For Bank Of China Based On Internet Banking

With the rapid development of computer, internet and communication technology, the business operation process and management models of banks are also undergoing new changes. The emergence and development of online banking has brought an unpredictable impact on the entire financial industry, particularly the banking industry, as a combination product of advanced modern information network technology and traditional banking, it has strong vitality along with science technology development. At present, the on-line banking has become a key component of the entire social economic circulation, to be the winner in the E-commerce age, the traditional banks can only through developing on-line banking business actively in stead of a simple financial intermediation and provide more and better value-added services to occupy a leading position. Besides the reason of differences in customer segmentation, a major reason why the development of online banking of Bank of China lags behind other large state-owned banks is the lack of marketing and customer analysis.This thesis has adopted a mix research methodology of theoretical and empirical analysis, beginning from the comparison of the development of on-line banking at home and abroad and the current situation of on-line banking of Bank of China, combining with the data analysis of questionnaire, introduced with the theory of customer analysis and management, classifying the typical extracted information of on-line banking clients, and discussing about the promotion strategy of on-line banking under the high-speed development. According to the surveys, the article also gives an analysis of the major problems which Bank of China has to face currently. At last, combined with the present situation analysis of marketing and distribution strategies of on-line banking in Bank of China, the author proposes relative marketing strategies.According to the survey, some conclusions can be drew: Bank of China should insist on the "customer-focused" policy to meet and satisfy customers'needs and wants in maximum and achieving the transfer of "product-focused" to "customer-focused". The company also need to strengthen customer analysis and relationship management, to do 360 degrees marketing communication and fully take the advantages of the physical networks. Therefore, the performance of on-line banking business in Bank of China can be improved rapidly and efficiency.