Research On The Marketing Strategy Of Electronic Banking Products Of LN Rural Credit Cooperatives

The rapid development of network technology and Internet applications promote the development process of electronic commerce effectively.The development of Internet and electronic commerce has made the human society develop in depth in many aspects,such as economy,technology,culture,life and so on.With the continuous development of economy and rapid innovation of Internet technology,the financial industry has entered the process of rapid innovation and change inevitably.Electronic banking has become an important strategic choice for commercial banking business development and market competition in the Internet Financial Times.Various commercial banks have joined the camp of the electronic banking system development and product marketing promotion.Electronic financial products continue to emerge.Internet financial industry has become an irresistible trend of market development.Competition in the domestic banking industry is further intensified.As the only direct management by the provincial government and local banking financial institution with independent legal person status,LN Rural Credit Cooperatives has developed into the main force of rural finance in LN province.However,Due to its own characteristics of the development process and the unique historic mission of serving agriculture,rural areas and farmers,electronic banking business deployed late,and the development of it is not yet mature and is still in the primary stage of development.Electronic banking business development has achieved some success,but at the same time,is also facing many prominent problems,which restricts the development of the business of LN Rural Credit Cooperatives and the rural e-commerce of LN province to a certain extent.Based on the marketing of electronic banking products of LN Rural Credit Cooperatives as the research object,firstly,the paper introduces the related content of the electronic banking business and the related theories in the process of the analysis.Based on the analysis of internal resources and capabilities of the electronic banking products marketing of LN Rural Credit Cooperatives,the paper uses PEST analysis,Porter's Five Forces Model to analyze the macro and industrial environment of the marketing of electronic banking products of LN Rural Credit Cooperatives comprehensively,uses SWOT analysis model to analyze and determine the advantages,disadvantages,opportunities and threats of it comprehensively and systematically.On the basis of the analysis of environment,this paper uses the STP theory to clarify the market segmentation,target market and market positioning of LN Rural Credit Cooperatives e-banking business,and put forward the marketing strategy including product strategy,price strategy,channel strategy and promotion strategy,and gives out the measures to ensure the implementation of the strategy on the aspects of organizational structure,scientific and technological support,evaluation mechanism,internal control construction,which is in order to provide work ideas and specific measures on speeding up the development of LN Rural Credit Cooperatives e-banking business.