Study On The Marketing Strategy Of Individual Internet Banking For ICBC Qinhuangdao Branch

While network technologies see fast-paced growth and the network economy isbooming，internet banking grows vigorously worldwide in recent years. It plays more andmore important roles in everyone’s financial life．It has already become an importantmethod for domestic and foreign banks to improve their services level and explore themarketing space. The paper focuses on the individual internet banking business ofIndustrial and Commercial Bank of China (ICBC) Qinhuangdao branch．The paperinvolves investigative research and data analysis, combines theories and practice. Theauthor has proposed relatively systematic strategies for enhancing marketingperformance，which should promote ICBC Qinhuangdao branch’s healthy growth．Firstly, the paper gives the conception of internet banking, describes in details thepresent situation of the development of internet banking in China and abroad. Next, itembarks on all in-depth analysis on ICBC’s development level by examining the bank’shistory and status and comparing it with other internet banks．Secondly, the paper brings up the opportunities and threats of individual internetbanking of ICBC Qinhuangdao branch through analyzing the macro-environmentprospective and competition environments that influence the enterprises. And from amicro-environment prospective，it identifies the strengths and weaknesses of the bank.Thus the paper obtains a result of SWOT analysis.Thirdly, according to the result of qualitative analysis, with the help of the SWOTfactors evaluation matrix, through quantitative analysis, the goal of the bank’s maketing isfound.Finally, based on what have been analyzed above, the paper uses STP analytical toolto discriminate segmenting market, select target market and find the position of ICBCQinhuangdao branch.4Ps theories are applied to determine the individual internetbanking of the bank’s mixed strategies. The paper systematically puts forward the product,price, channel and promotion strategies. Integrated marketing strategy is also be point out.And some safeguards are described to promote the implementation of marketing strategies.