Research On The Selection Of Online Marketing Model Of Commercial Banks

With the popularization of information technology in the domestic,we have full access to the network economy era.Network marketing is a new marketing model under the Internet environment,it can use information technology to reduce the transaction cost of enterprises,shorten the supply chain between enterprises and customers,and for the enterprise's survival and progress to provide a platform fit market law of development of high efficiency.But from the bank's point of view,the classic commercial Banks operating model is often based on the counter in the business,and such services have been unable to meet the demand of reality.Thus,to provide "7 x24" service for the general customers the network bank arises at the historic moment.The characteristics of the network bank with its swift and convenient all-round to meet the market demand,expand the diversity of the network bank service has become the trend of The Times.In this background,this article first to the network marketing and bank marketing theory has carried on the retrospective summary,summarized the connotation of marketing theory and meaning;Secondly define network marketing model and the mechanism of the network marketing mode analysis;Then on the basis of bank product attributes for the network marketing mode select corresponding indicators and it is concluded that the network marketing mode choice model;Finally through the methods of questionnaire survey,descriptive statistics analysis,Logistic regression model to empirical analysis of product network marketing mode selection,and finally it is concluded that the network marketing mode choice model,the network marketing mode of banking products to choose the reality model base.As the network bank popular degree deepening,it has penetrated to customers every aspect of life.For commercial Banks,this is not only an opportunity,it is also a huge challenge.In order to ensure the network bank is able to effectively break the other Internet at the height of the financial situation,become a collection of services,innovation and marketing as one of the integrated platform,on the basis of the conclusion of enlightenment,finally this article on the basis of the above analysis gives Suggestions for commercial Banks to online mode selection method: innovation business varieties;Continuously improving the quality of online banking experience;Focus on customer experience,completes the details optimization;Do a good job in risk management,to ensure the safety of the bank on the net.Improve the ability of the network marketing is the key of the commercial Banks in the current development tasks,the direct relationship between the can it occupy a good position in the future competition.This article is expected to pass from the aspects of optimization and improvement,for commercial Banks to establish and perfect marketing network system,the efficient use of network platform to provide practical solutions and measures.Also hope that the extension and application of enlightenment can play in a wide area.