Research On Marketing Management Of Electronic Banking In Turpan Rural Credit Cooperative

At present,the rapid development of electronic Banks around the world,as the network information technology and the product of the organic combination of traditional bank counter business,the future development potential is tremendous,studies of electronic banking has become a hot spot.As one of the most important financial innovation,electronic banking not only greatly reduce the service counter pressure,rapidly expanding market share,and by providing rich financial products and services,improve customer experience and satisfaction,driving the growth of the middle business income,and can greatly reduce operating costs.These advantages of electronic banking,gradually paid great attention by the Banks,the banks have been will be focus on developing electronic banking as an important strategic goal.Turpan city rural credit cooperatives based on the reason of its historical development,the electronic banking business from the beginning is later than the trade organization,for its science and technology research and development capabilities and marketing management existence weak link,electronic banking business development has been relatively slow,has become the factors restricting the development of its business,has affected the rural credit cooperatives profit turpan city level and the enhancement of core competitiveness,is not conducive to develop in the fierce market competition.Rural credit cooperatives in turpan city as the research object,the electronic banking business marketing management present situation analysis,find out the problems existing in the marketing management,And using PEST analysis method to analyze its marketing environment,using the STP theory approach to market segmentation,target market selection and market positioning analysis,Finally based on the 4P marketing theory and puts forward some countermeasures to improve the marketing management construction,for the turpan city rural credit cooperativessustained and steady development of electronic banking business to provide the reference suggestion.The first part,the author first refer to the "electronic banking business marketing management" the topic of the literature at home and abroad,analyzes the domestic and foreign scholars research methods and results of related issues,and on the basis of the rural credit cooperatives in turpan city electronic banking business marketing management research.Think along with the advance of network information technology and intelligent mobile phones in rural areas to further popularization,the electronic banking business is bound to become a new profit growth point of rural credit cooperatives,turpan city and its continuously reduce management cost,improve the core competitiveness,a powerful time to achieve rapid development.The second part,the author from turpan city rural credit cooperatives mainly with the development of electronic banking business,combined with its marketing present situation,the management organization structure,business types and characteristics of five aspects,such as,a comprehensive introduction turpan city electronic banking business marketing management present situation of rural credit cooperatives.The third part,the author of turpan city rural credit cooperatives in electronic banking business marketing management is analyzed,the problems of function to be optimized,and points out its electronic banking products sales promotion is insufficient,the marketing channel construction needs to be change to three aspects of problems.The fourth part,the rural credit cooperatives in turpan city electronic banking macro marketing environment and market positioning was analyzed,and determine the target market and customer groups,for the late marketing measures.The fifth part,combining the turpan city rural credit cooperatives electronic banking business target market and market positioning,use 4P marketing theoryknowledge,from the upgrading function of electronic banking products,rich marketing promotion way,perfect the marketing channel construction,formulate flexible price system four aspects improvement measures are put forward Suggestions,in order to promote turpan city rural credit cooperatives sustained,stable development of electronic banking business.