| With the development of information network and social economy information,as an emerging financial field, electronic banking gradually becomes the focus ofcommercial banks competition. The emergence of electronic bank facilitated a rapiddevelopment of commercial banks. IN the aspect of reducing operational cost, sharingcounter pressure and improving service efficiency, electronic banking has played animportant role. Therefore, all major commercial banks have promoted it to strategiclevel and strive to develop. As commercial banks competing to develop electronicbanking, the homogeneity of products and services has emerged. Facing fiercecompetition, how to compete effectively and obtain competitive advantage? Study onmarketing strategy of electronic banking business has become a concern.After years of development, service quality of ICBC electronic banking Jilinbranch has been improved rapidly. However, due to late start and lack of experience,electronic banking business of ICBC Jilin branch is still under extensivedevelopment. For example, in all bank customers, electronic banking user ratio islow; high development scale but counter staff can barely keep up with such level ofservice and marketing capability requirements; rich functional but most customersare unable to enjoy the convenience. If these problems couldn’t be effectivelyresolved, development of electronic banking of ICBC Jilin will be difficult tomaintain rapid and sustainable.This thesis studies that conjoint theory and practice, analyzed electronic bankingof ICBC Jilin’s current situation and try to identify strategic solution for ICBC Jilin.Firstly, proceed from the development status of electronic banking of ICBC Jilin, focus on products, marketing channels and business promotion problems indevelopment process. Secondly, by using the PEST, analyze macro environment forthe development of the electronic banking of ICBC Jilin. Using SWOT, analyze theopportunities and challenges in development of electronic banking of ICBC Jilin andfind out strengths and weaknesses. Using STP to segment market and select targetmarket. Finally, based on above analysis, put forward a product innovation, marketingchannels and business promotion implementation strategy. This paper aims thatimplement corresponding strategy and practical advice or suggestions to promote thedevelopment of electronic banking of ICBC Jilin. |
