The Research Of CCB Jilin Branch E-banking Marketing Strategy

With the rapid development of information technology and the third party paymentcompany obtaining payment access, the traditional banking gets more and moreimpact. In the customer-focus business concept developing the E-bank become theinevitable choice for the traditional bank to deal with the impact from the third partypayment, to save human cost, to improve the service and to improve the satisfactionand loyalty of the customer. E-bank has become the modern bank’s developmentdirection, and shown the core competence of the modern commercial bank.Facing the lower economic circumstances in the province and the lack ofsuperior product and the fierce competition, the CCB of Jilin province need to ensurethe stability of the customer and improve the competitive ability by developing theE-bank. Ten year’s development of the E-bank in CCB of Jilin province proves thatthe E-bank becomes more and more popular among the customers. The number of thecustomer, the volume of business and the turnover are in explosive growth. Bankssatisfy more customer’s demands through the electronic channel with the limitednumber of bank outlets. At the moment, there are still some shortages for example,some people’s understanding of the strategic role of developing E-bank is not enoughand their actions are not in place,the large gap in the proportion of using theelectronic channel between the advanced region and Jilin province and the linkagemarketing between inside and outside of the bank should be improved. Through theSWOT analysis, this paper clears the marketing strategies of the CCB of Jilinprovince, such as product innovation strategy, different price strategy,various formsof channel strategy, comprehensive promotion strategy, etc, by pointing out the market position of different target customers in the large enterprises, small andmedium-sized enterprise and individual customers and provides effective and specificmeans of promoting the E-bank. The effect of marketing need to be tested by theeffective evaluation mechanism, the set of these evaluation index such as the businessspin-off,product coverage, customer activity, synchronous signing rate, contributiondegree,etc ensure the E-bank marketing effectively. In the implementation ofmarketing strategy, E-bank needs more systematic and fine marketing measures. Itcarry out the overall marketing by requiring the employees to learn and use thenmarket E-bank; carry out the linkage marketing between different sections andword-of-mouth marketing between customers.Look for the target customer by usingthe date mining technology, launch the accurate marketing,improve the marketingsuccess rate.The development of E-bank requires the CCB carter to the trend of thedevelopment of times by perfecting and innovating products constantly.The essentialcondition for promoting the development of E-bank is the accurate market position,the effective marketing strategy and the valid assessment measures. This paper willprovide useful lessons for the marketing practices of E-bank.