Research On Marketing Problem Of Intelligent Terminal Of ICBC

The service mode of ICBC has been explored continually since the bank was established in 1985."The Management Measures on E-banking Business" was set up on March 3rd,2006,which officially provided theoretical foundation for expanding channels of e-banking service.Since then,ICBC was no longer limited to providing service in traditional branches.The service channels both on-line and off-line were established.Circled about traditional banking functions such as settlement,inquiry etc,a development strategy of e-banking was proposed.Through efforts for years of evolution,a stage for e-banking was set up which covers web banking,telephone banking,mobike banking and self-service banking.The form of clients' operation instead of banks' operation has provided more convenient service for clients.However,with the popularization of internet application during these years,the birth spread of Taobao,Weixin and Dazhongdianping has made a huge influence on development of ICBC's e-banking.This is because that it's more effective and applicable to promote settlement through a stage acquiring popularity rather than the traditional e-banking methods of ICBC.Thereupon,a series of intelligent terminals has been born,and the "e-ICBC" Internet financial strategy has come to existance which includes three products called Rongegou,Rongelian and Rongexing that have the same functions as Taobao,Weixin and Dazhongdianping.The marketing result of these intelligent terminals came unsatisfied,though.In this essay,this matter is researched.The reason is analyzed,and applicable recommendations and measures are proposed to supply practical assistance for marketing in ICBC intelligent terminals.The topic in this paper is about intelligent terminals of ICBC.There are few documents on this content since it has just come into existence for recent years.There are six chapters of this essay.The first chapter is exordium which includes background,meaning and target of the topic,and generalizes the methods and thoughts of the research.The second chapter includes overview of research on intelligent terminals home and abroad.The analyses is circled around products similar to ICBC intelligent terminals on account of few documents about the topic.In third chapter,the current situation and problems are expounded.Through comparison of some data,the marketing situation is found unfavorable from the anglesbroadways and lengthways with analysis on aspects of macro environment,competition and development trend.In forth chapter,deeper research on reasons of unfavorable intelligent terminals is proposed by the methods of case analysis,data analysis and SWOT analysis.In fifth chapter,a conclusion of influence factor and a practical marketing strategy are drawn.In sixth chapter,some details are given to ensure the implement of the marketing strategy.The conclusion is as followed: the main factors of unfavorable effect of ICBC intelligent terminals marketing are on four aspects of products,publicly,service and promotion.Relative solutions are given,and endurance measures are identified combined with features of ICBC.