Research On Marketing Strategy Of Electronic Bank In Jin Zhong Bank

In recent years,with the continuous development of information science and technology,especially Internet technology,the daily life of various industries in the economic system and even the residents has changed greatly.The rapid development of Internet makes the world smaller and smaller.The intangible market carried by the Internet has largely replaced the physical market such as shopping malls and supermarkets,and there are more and more potential competitors and lower barriers to entry.Whether it is the individual's consumption mode or the enterprise's management mode,the Internet has produced great influence.As the weathervane of national economy,the bank is faced with more opportunities and challenges because of the arrival of network economy.In this situation,how the Jin zhong bank through the current national policy environment,economic situation,social and cultural environment,technology development trends,and so on,adjusted the choice of suitable for their own e-banking marketing strategy and marketing strategy to meet the challenges that lie ahead and establish itself in the e-banking market.Based on the analysis of enterprise strategy theory and marketing theory,this paper first expounds the research background of bank marketing strategy research in jinzhong province,introduces the aim of the research,its theoretical significance and practical significance,and summarizes the current research status of international marketing strategy for domestic and foreign scholars.Then,it expounds the relevant theories of this subject,including PEST theory,4Ps theory and SWOT analysis.They are an important theoretical basis for research.Then,the product structure and user structure of e-banking business of jinzhong Bank are investigated and analyzed,and the main problems of ebanking marketing are pointed out,such as single product structure,low activity of e-banking,serious homogenization of products,fierce competition of products from the same industry,old marketing channels not effectively combined with counter business,insufficient attention to consumer demand,and delayed delivery of products.Through the analysis of PEST and 4P analysis,we can find out the advantages and disadvantages of electronic banking in Jinzhong Bank and the causes of existing problems.Secondly,in view of the previous problems and the reasons for the problems,the design of the e-bank marketing optimization design strategy,from the product,price,channel,promotion four aspects of the e-bank marketing strategy.Finally,aiming at the improvement principle and strategy of e-bank marketing in jinzhong bank,this paper puts forward the multivariate development of e-bank business from product,price,channel and so on,raises the active degree of customers,innovates the product design of e-bank,preempts the market,integrates the marketing channel,carries on the multi-channel marketing,promotes the establishment of customer behavior analysis model,deep excavates the customer data,and establishes the professional personnel team.The establishment of special marketing departments and other targeted safeguards measures to achieve the goal of the development of electronic banking business,so that the implementation of marketing work.