Online Banking Information Security Products Customers Demand Analysis And Customer Acquisition Strategy Research

China opens her financial market after accession to the WTO, it makes the foreign capital bank, and other financial institutions have entered the domestic markets with great enthusiasm。It means that local banks not only face competition between local Banks but also the competition of foreign banks which have the advantage of competition。How to keep yourself in the competition of the existing market share, and expand its market share as local Banks are facing an important issue。In the information age, the traditional financial business model has can’t satisfy the needs of customers, the bank on the net is a certain trend of development of the banks, it also becomes a powerful tool for the bank to get customers o The appearance, innovation and development of the bank on the net is not only make bank industry organization but also the operating mode change, this also makes the bank’s management idea and the management strategy happened adjustment and changes, so each bank standing in the same base line, so that the competition of the banking structure changes-Online banking becomes the key of taking the market’s commanding heights for commercial Banks in the further。It also has gradually become an indispensable means to improve the core competitive power for the bank。Since the1960s, foreign scholars began to research service marketing, and gave it as a marketing tool. In the following decades it eventually developed the theory of service marketing. Service marketing in the application of the foreign Banks was the relatively mature, but in domestic application it only stays in an imitation stage and not forms a characteristic of service marketing system for domestic Banks. Despite this, the pace of the service marketing for bank without stagnation, there are still many academics in the service marketing of bank, but they all don’t involve to customers acquisition. The customer acquisition is a most important link in marketing process for information security product of the bank on the net. It also is the premise for sales and profits of ascension of bank on the net. Customer acquisition of online banking information security products is the customer acquisition of Internet bank. At the same time, the banking industry is to belong to service industries, the banking business models should change from trading for service, which is conducive to the further development of the bank and to enhance customer satisfaction.Firstly, through market segmentation of the bank on the net information security products of the industrial and commercial bank of China, the customers will be divided into high income and high information’s customer, high income and low information’s customers, low income and high information’s customers and low income and low information’s customers. Then, based on the Internet penetration rate in different age different degree of the people and the characteristics of Internet users respectively find each representative people in different target customer groups, and analyze their consumption personal factors, such as gender, age, the education degree, family and other factors and so on. Then, find their consumption behavior characteristics based on these factors, and analyze the requirements of the bank on the net information security product’s customers for the bank on the net information security product according to the analysis of characteristics. Based on the analysis of requirements, we discuss the strategy for obtain different target customers by application of the service marketing7Ps theory, and tried to apply a quantitative analysis of the analytic hierarchy process to analyze the attention of high income and high information customer for different information security products (such as USB-Key, dynamic password) and the importance of various kinds of service marketing strategy as abstaining customers. It provides valuable reference for the bank to maximum concentrate superior resources, selectively choose the most effective marketing strategy combinations and more target customers.