Meihekou Village Banks Online Bank Deposit Business Marketing Strategy Research

In the course of China’s economic development,the gap between urban and rual arears has been widened gradually.Although great efforts have been made to achieve industralization,modernization and urnanization nationwide and positive results have been gained in the process of urbanization,China is still in a typical dual economic struture.While cities have been developing into diversification,technologicalization,informatization,rural economy is still mainly in traditional manual labour as the main mode of production.In financial field,with the rapid development of cities’ economy,a wide range of financial products and services with severe competitions have been provided effectively and conveniently.However,fincancial products and services in rural areas are still developing slowly.The lack of rural financial products and services leaded to development limitations in economy.In 2006,the China Banking Regulatory Commission introduced policies to start the establishment of Rural Banking pilot.In the following years,rural banking developed rapidly throughout the courtry.In the thesis,data collection,comparative analysis and SWOT analysis have been used to analys,sort out and compare the materials collected and then analyse the development of Meihekou Minsheng Rural Banking,finding out the developmental advantages and opportunities,and revealing its weakness and developmental obstacals.By categorizing the target customers into different classes,choosing target market,precisely focusing,APs theory is also utilized to carry out the Meihekou rural marketing analyse,and eventually gave specific marketing strategies and implementation plans.In addition,through the analysis of the present situation of the development of the online banking of Meihekou Minsheng Rural Banking,this thesis also summarized the existing advantages and disadvantages of on online banking,providing suggestions on marketing policies for online banking.Firstly,Meihekou Minsheng Rural Banking should advance market segmentation to determine target customers.Innovation of products is carried out according to the target customers’ needs.Meihekou Minsheng Rural Banking can make use of products portfolio strategies,pricing strategies,service strategies,promotion strategies and channal strategies.Secondly,technical costs and the risks of the construction of online banking should also be fully taken into account.Risks of online banking should be well controled.Finally,Meihekou Minsheng Rural Banking should also attach great imortance to the incentive for product marketing staff.Only by motivating continuously can the staff show their talents and thus achieve better marketing performance.The main contents and structure of the thesis are as follows:Chapter 1 introduces the research background,the significance of research,the ideas and structures of the thesis;Chapter 2 summarizes the relevant theories of bank marking strategies;Chapter 3 analyzes the bank savings.Chapters 4 analyzes the conditions of the bank’s online banking saving business and the design of the marketing strategy;Chapter 5 analyzes the marketing protection measures of the online banking savings business of the Meihekou Minsheng Rural banking;Chapter 6 is the conculsion part of the thesis.