Research On Marketing Strategy Of Online Banking Service In The Changchun F.A.W Branch Of BOC

In today's society,the Internet economy has maintained a rapid development trend,online payment has been maturing,major commercial banks face the innovation in the financial field,pay more attention to the competition around online banking.With the development of society,economy and science and technology,the development of online banking is inevitable.With the increasingly complete online banking business and the changes in the habits of online devices,the online banking business is developing rapidly.If banks want to be in an invincible position in the competition with major commercial banks,they will definitely develop online banking business.In addition to the requirements of the development of the times,online banking business has also created new opportunities for the development of banking industry.Nowadays,customers are pursuing more and more timeliness and convenience in their banking business.In the traditional mode,they only rely on over-the-counter services for transfer,remittance,payment and other business processing.The time cost is too high,which shows certain inadaptability with the current customer needs.Online banking emerges with the tide,bringing certain changes to customers and banks,and inevitably leads to them.The fierce competition among the issuing banks.The development of online banking can provide new customers for banks.While diverting the pressure on the counter,improving service efficiency and creating revenue,it is an important manifestation of the bank's core competitiveness.The Bank of China Automobile Factory Sub-branch is a branch with strong competitiveness of the Bank of China Jilin Branch.For quite a long time,we have insisted on establishing brand image,grasping product market,implementing quality development,synchronizing the times,deepening innovation,improving marketing mechanism,improving publicity quality,optimizing product functions,initiatively developing online banking and related businesses,and deeply understand the significance and value of online banking development from a strategic perspective.However,with the fierce competition of major commercial banks,the development of third-party payment methods such as WeChat and Alipay,the marketing and promotion of online banking business has been affected.How the Bank of China Changchun Automobile Factory Branch has a place in the fiercely competitive market is an urgent problem to be solved in the development of the Bank of China.This paper takes the research object of the Bank of China Changchun Automobile Factory to study the current status of online banking marketing,design targeted marketing strategy and implement corresponding guarantee.Firstly,through combing the current situation,we analyze and excavate the defects and shortcomings of online marketing: narrow customer scope,vague customer groups,lagging products,weak marketing awareness of employees and so on.The environment around the branch of the automobile factory is not optimistic,with a high degree of aging,dense distribution of banks and large competition,but there is no room left in the market.In terms of business,products lack obvious advantages,and the homogeneity of online banking business in the market is more serious.In terms of employees,lobby managers and tellers lack the sense of linkage,and it is difficult to form marketing cooperation.Customers' mistakes and losses are serious.Secondly,from both macro and micro perspectives,the paper comprehensively interprets the current online banking marketing environment of automobile factory branch.With SWOT theory as a tool,it digs deeply into the advantages and disadvantages of automobile factory branch,updates its market positioning,aims at the target market,and improves its ability to cope with opportunities and challenges.Thirdly,relying on 4P theory,optimizing marketing mix strategy and implementing strategy adjustment from product,price,channel and promotion perspectives.Specifically,product strategy should focus on product innovation and customer-centered theory.Price strategy should focus on penetration strategy and differential pricing strategy,respectively,to deal with initial customer development and personalized customer service issues.The results are business outlets,customer managers and networks.Promotion channels are divided into four categories: advertising,personnel marketing,public relations and marketing promotion.In addition,based on the assessment mechanism,personnel products and technology and other aspects of marketing strategy design supporting safeguards.Finally,STP analysis is carried out for the actors of automobile factory branches,and the marketing mix strategy of online banking is innovated and safeguard measures are implemented based on products,prices,promotions and channels.Aiming at online banking business,we should deepen our understanding,ensure strategic platform status,clarify development ideas and persist in driving development.Guided by the actual situation of banks,we should focus on the development of online banking business.Designing appropriate and stable schemes,formulating effective measures,implementing rewards and punishments and safeguards mechanism,emphasizing personnel training and echelon construction,expanding scientific and technological support,focusing on optimizing the substitution rate and market competition advantages of online banking business,and achieving the acceleration of online banking business development.