The Industrial And Commercial Bank Of China Henan Branch Electronic Banking The Marketing Strategy Research

In the Internet era, the rapid development of information technology, e-commerce to the banking industry brought a new development model, especially cloud technology, mobile payments, such as social media and search engines, will have a fundamental impact on the traditional financial model. Internet as representative of modern information technology, Internet companies, third-party payment companies will be among the financial sector, together with the commercial banks to compete. Traditional banking is facing new changes and challenges. By analyzing the development environment of electronic channels to start, the control status of the development of electronic channels of commercial banks, Industrial and Commercial Bank Henan Branch study analyzed electronic banking channel integration, service building electronic channels achievements and challenges to be faced, the value of services to enhance the planning of appropriate electronic channels countermeasures. Relieve pressure from the counter, the ability to enhance the collection and payment of liquidation, customer satisfaction with the use of electronic channels, presented findings and management recommendations ICBC Henan Branch service value level electronic channels, in order to enhance ICBC branch in Henan Province "service channel integration " Science of the implementation of the strategy to effectively improve the overall performance of ICBC Henan Branch service channel system.This paper is organized system as follows: the background and significance of the first chapter topics. Electronic banking on the development of the current situation in our view, the current market is huge market potential huge market maturity is relatively low in emerging growth stage. The stage entrants to the market is more development opportunities and market share of the early first-mover advantage, but it also faces the risk of paying the cost of cultivation of the market. The current trend is that Internet companies, financial institutions, starting from their own areas of strength, from both ends of the market; second chapter describes the overview of the commercial banks electronic banking marketing, content composition, analyzed the current situation of China’s commercial banks electronic banking marketing strategy, describes the system design and management related practical techniques; Chapter III on the status of the marketing strategy of ICBC Henan Branch and problems to do a thorough analysis, the system analyzes the main problems in the Henan Branch of ICBC e-banking service marketing channels that exist; The fourth chapter presents the general idea in Henan Branch of ICBC e-banking marketing, analyzes the characteristics of target customers, consumer behavior, market segmentation and market positioning; Chapter VI presents a perfect Henan Branch of ICBC e-banking marketing relevant measures.