Research On The Marketing Strategy Of Electronic Bank In Baoshang Bank Based On Customer Experience

In the face of complex economic and financial situation at home and abroad, the global economic growth will slow down further, the trend of China’s economic slowdown will continue, banks will swift from relying mainly on interest spreads of deposit and loan for income to providing quality financial services for customers and paying more attention to new, convenient and considerate financial services provided by modern information technology and network environment. Functional innovation, online survival and competition have become the main characteristics of future commercial Banks. Electronic banking proves to be a blue ocean for the banks. This paper, which based on the customer experience theory, discusses how to well reflect the theory in electronic banking business and obtain good practic e effect. First, this paper gives a brief description to the current domestic and social characteristics and financial environment; gets a clear phenomenon that the development of e-banking is bound to become the development trend in the banking sector; meanwhile, think about how to get a strong position in the competence of electronic banking. The customer is the object of banking services. It is the key to enhance the customers’experience by using the product in attracting them. In the literature review, the author gives an introduction to the domestic and foreign scholars about their research on the customer experience theory and its application, including how the research enterprise carry out experiential marketing by using the customer experience theory, and the application of customer experience in various industries. The second chapter briefly describes the characteristics and advantages of the electronic banking, and demonstrates the importance of the customer experience on the development of e-banking. Chapter three elaborates on the course of the development and the current situation of the BSB’s e-banking, and according to the planning of the development of electronic banking, proposes the applicable marketing strategies which based on customer experience. Chapter four gives a detailed analysis on the characteristics of each set of customer groups in BSB. According to the BSB’s customer groups and based on the customer experience, Chapter five describes designs of marketing strategy that BSB gives to her customers. Meanwhile, this chapter introduces the advanced usability testing practices to enhance the customer experience, which can enrich BSB’s e-banking development strategy. Finally, this paper gets the conclusion that based on customer experience is the inevitable trend in BSB’s electronic banking development.