Research On The Marketing Strategy Of E-banking Of Rural Credit Cooperatives In Qingyuan District

Along with the advancement of network and the continuous development of information society,electronic banking has been one of the most important financial innovations,developing rapidly among the major commercial Banks in China.The development of the electronic banking business,not only can greatly reduce the pressure of counter services,also can bring huge economic benefits from many aspects,not only can reduce the management cost,cost of sales of enterprises,but also can improve the efficiency of the enterprises,saving customers time,improve customer satisfaction.Qingyuan area of rural credit cooperatives realize people's use in the electronic banking business will be more and more high,the electronic banking business will be growing by leaps and bounds,must seize this opportunity to create great changes of high benefit and enterprise.Compared with large joint-stock commercial Banks,Qingyuan rural credit cooperatives have the disadvantages of small scale,weak strength,poor product innovation ability and backward marketing channel development.There are also many deficiencies in the marketing strategy of electronic banking business.Facing opportunities and challenges,the Qingyuan court area must be grasped the nettle of rural credit cooperatives,develop and promote the electronic banking,and the implementation of a series of marketing strategy,to win in the fierce market competition.This article through to the Qingyuan area of rural credit cooperatives of electronic banking business marketing environment and the strengths,weaknesses,opportunities and threats were analyzed,and put forward the marketing strategy and safeguard measures,in order to promote the development of electronic banking business.This paper is divided into six parts.The first part briefly introduces the research background,purpose and significance of the paper,the current research situation at home and abroad,the research content and the research framework.The second part summarizes the types,characteristics,relevant theories and research methods of e-banking respectively,laying a theoretical foundation for the subsequent research.The third part of Qingyuan area of rural credit cooperatives and its electronic banking are briefly introduced,and two aspects from the macroscopic environment and microcosmic environment analysis of its electronic banking business marketing environment.The fourth part USES SWOT analysis method to analyze the advantages,disadvantages,opportunities and threats of e-commerce marketing of rural credit cooperatives in Qingyuan district,and lists SWOT analysis matrix.The fifth part makes strategic choices according to the analysis of the fourth part,and puts forward specific marketing strategies for the electronic banking business of rural credit cooperatives in Qingyuan district from the aspects of products,prices,channels and promotion.The sixth part puts forward safeguard measures on how to implement e-banking business marketing strategy.In the end,the paper summarizes the basic viewpoints,summarizes the shortcomings,and points out the direction of future work.