Online Banking Information Security Products Based On Customer Perceived Value Of Service Pricing Strategy Research

In the electronic information age, e-banking is gradually moved into people’s lives and become the development trend of international banking. E-banking is the production of combined with financial industry and science and technology. Its appearance, innovation and development,for the customs, it represents a convenient way of life and a new service experience；for the banks, it not only to create a new type of banking business model to promote the traditional banks have had to change and adjust the business philosophy and management style, but also led to a drastic change in the pattern of competition in the banking. E-banking is becoming a key factor in winning major banks in the next competition, and become an important way to major banks in efforts to improve and innovate their services.The major banks in the difference in the number of outlets, relationships, technologys,products and other areas of competition is also getting smaller. Competition among banks shift to the field of online banking. Successfully carry out the marketing of Internet banking services, commercial banks can expand services, enhance service quality, so forming the differences in the inter-bank service,and to establish a banking service brand.At the beginning of the1960s,services marketing, gradually attracted the attention of foreign operators.It focuses on the needs of customer, provides quality services as the means and ways, pays more attention to providing customer with corresponding services besides satisfied products,so Many operators gradually services marketing as an important marketing tool.After decades of development, it finally formed a relatively complete system of service marketing theory. The pricing strategy is used to attract customers to the more commonly used means,but compared to the traditional theory of price,service pricing is more difficult because the characteristics of service products intangibility,perishability,heterogeneity. Operators often in accordance with their own in charge of the feelings or experience to determine the pricing strategy, the lack of a more comprehensive theoretical support. In this paper we try to apply the service pricing basic theory to the service pricing for the E-Banking Information Security Ensuring Products, and discuss the customer services and the service pricing strategies with the perspective of customer perceptive value of the service marketing. We can provide a more intuitive means to better attract online users, in order to enhance the core competitiveness of the commercial banks.This paper a ccording to the basic theory of customer perceived value, the service pricing strategies and Analytic Hierarchy Process of Operations Research and combining the characteristics of E-Banking information security ensuring products (such as USB-Key and E-token), this paper constructed the hierarchical analysis structure model based on the customer perceived value of the E-Banking information security ensuring products, designed the relevant questionnaire and made the questionnaire survey, and analyzed the questionnaire data quantitatively, summarized the normalized weight of influence factors of customer perceived value of E-Banking information security ensuring products. Finally we proposed the relevant service pricing strategies for the most important four influence factors, including the service pricing strategies of improving the product value, improving the service value, improving the relationship value, and reducing monetary cost, improving the image value in order to enhance the online banking customer perceived value of information security products, to promote the further development of online banking, and provide valuable reference.