Research On The Marketing Strategy Of Personal Banking Banking In Bank

The business process system and management model of commercial banks change constantly with the rapid development of computer, network and communications technology. The emergence and development of electronic banking has brought new challenges to the whole financial sector, especially the banking sector. E-banking is a combination of traditional banking services and advanced modern information and communication technology. Its development helps banks expand the market space, ease pressure at the counter, cut down the operation cost, enhance the core competitiveness, improve service quality and efficiency. E-banking plays an important role in the economic and social fields. In order to take a leading position in future development and become a leader in the Networked Economy, commercial banks shall take the initiative to develop E-banking, beyond the limits as a simple financial intermediation, and provide more personalized, high value-added financial services to customers. The research background of this paper is the personal E-banking business of N Bank, A Branch and the research issue is existing problems in the process of personal E-banking business development.This paper uses many research methods, such as literature review and empirical studies, to analyze the opportunity and threaten, strengths and weaknesses of the personal E-banking development of N Bank, A Branch. Based on the family life cycle theory, this paper segment customers. According to the data analysis of questionnaires, the target customer group is defined for marketing strategies. With the help of7Ps theory, this paper put forward some corresponding strategies to solve the existing marketing problems for N Bank, A Branch. It is worth mentioning that this paper tries to understand current customers’ attitudes and personal experience of E-banking business of N Bank, A Branch by an innovative use of questionnaires, which is different from the former studies, for a deeper understanding of customers’needs and satisfaction. With the help of these data, this research targets market for marketing strategies stated in the5th Chapter.