Research On Marketing Strategy Of Personal Online Banking

The Internet plus concept gradually developed into a catalyst for supply-side reform and economic transformation,form the resonance of mobile Internet,model innovation and financial market reform,provides a fulcrum for the development of network service platform for commercial Banks.The current economic situation is characterized by the network of customers,the intermediation of capital,the marketization of interest rates,and the complex and competitive risks.The online banking business has become the contract point of traditional commercial bank and Internet finance cooperation.Since the first online bank in the United States in the last century,online banking is spreading globally,In the banking industry of our country,we have also rapidly formed an integrated business line.After decades of evolution,China's online banking transaction size and registered users have greatly improved.According to iresearch data,As of 2015,China's online banking transaction volume reached 1803 trillion,its year-on-year growth was 38.2%.But not all Banks are aware of the importance of online banking,Some Banks have not followed the trend in their development,and there is still a lack of exploration on the road to personal online banking.This paper focuses on the marketing strategy of personal online banking,And take the bank of G bank for example,Analyze the related issues of personal online banking marketing of commercial Banks,Optimize the marketing strategy of bank S branch of bank S.Firstly,this paper analyzes the background and significance of this research.Then the theoretical basis of the study is analyzed.Next,This paper will summarize the related content of personal online banking,and analyze the current situation of personal online banking in China.On this basis,this article in the fourth chapter will use porter five with the method of SWOT to analysis of personal Internet banking marketing environment in our country,which the bank of G,S,for example,by the method of questionnaire survey,L province using G bank user investigation,to analyze its personal Internet banking marketing,Relying on STP marketing theory and 4P marketing strategy to analyze the marketing strategy of China's commercial Banks' personal online banking,And put forward the necessary measures to optimize marketing strategy.