The Research On Marketing Strategy Of CMSB Online Banking

With the continuous progress of human society and the rapid development of information technology, online banking shows increasingly obvious advantages, and becomes an important way to reduce operating costs, expand markets, improve service quality and efficiency, divert counter pressures and enhance the core competitiveness. This paper focuses on the Minsheng Bank’s online banking. By applying 4P theory, SWOT analysis method and so on synthetically, we systematically proposed the marketing strategies, which would promote the development and progress of CMSB’s online banking.Firstly, the paper introduces a review of research findings on online banking at home and abroad to find out the current research achievements. Secondly, it embarks on an overview of online banking marketing, including the theory overview and current situation analysis of online banking marketing. Subsequently, this thesis studies the construction of Minsheng Bank online banking, analyzes the sketches of Minsheng Bank and construction situation of Minsheng Bank online banking, compares it with other online banking, and haves a brief review of the construction of it. Thirdly, we analyze the marketing environment from the macro and micro aspects, apply SWOT analysis method, and determine the market positioning and strategic choices. Based on it, the study presents the specific marketing strategies from product, price, place, promotion and risk five aspects. These strategies include: taking innovative strategies of financial products and services; carrying out free pricing strategy, differential pricing strategy, and bundling pricing strategy in different stages of product marketing; building web portal by themselves to improve the image of CMSB, setting up customer service center to enhance customers’ satisfaction degrees, and cooperating with well-known websites, securities and insurance companies; paying attention to building a strong marketing team, and making use of a mixed promotional strategy that involves personnel promotion, advertisement promotion, public relations promotion, and sales promotion; establishing security control systems and customer credit information database, strengthening the positions education and training of staffs, and enhancing the management of funds author.The dissertation combines theoretical foundation and empirical investigation to discuss. By the analysis of research results and the survey of customers, we obtain lots of research data and finish the thesis. The research results have great references and guidance on the rapid development and progress of Minsheng Bank online banking.