Study On The Marketing Strategy Of Electronic Banking In A Branch,Suzhou Branch Of Agricultural Bank Of China

The business processing system and management mode of commercial banks are changing with the rapid development of science and technology such as computer and network communication.The emergence and development of electronic banks have brought new challenges to the banking industry.The electronic banking business plays an important role in the whole economic and social field.The commercial banks need to develop the electronic banking business actively,get out of the limitation of the simple fund intermediary and provide more individualization for the customers.The high value-added financial services can make up the leading position in the future development and become the era of the network economy.The leader.This paper takes the A branch of Suzhou branch of Agricultural Bank of China(abbreviation: Suzhou Bank of Agricultural Bank of China)as the research background,and studies the problems in the e-banking marketing at the branch level.In this paper,the opportunities and threats of the external environment of the A branch of the Suzhou branch of Agricultural Bank of China,such as the advantages and disadvantages of the internal environment,and the subdivision of the customer groups,are carried out by the combination of theoretical research and questionnaire,and the actual situation of the A branch of the Suzhou Agricultural Bank of China is used.In the field of service marketing,7P theory is analyzed from the aspects of product strategy,pricing strategy,distribution channel,promotion strategy,person,visible display,process and so on.It puts forward the corresponding marketing strategy for the electronic banking business of the enterprise of Suzhou Agricultural Bank A branch and the two big customer groups of individual.The enterprise customer mainly is the company type customer's enterprise online bank,the telephone bank and the short message service,the private customer's gold ear pays through the business;the individual customer mainly is the personal online bank,the self-help bank and the palm Bank(mobile bank)business.The above business basically covers the current electronic banking business of all the customer groups of the A branch of the Suzhou Agricultural Bank of China.Through the combination of marketing strategies put forward to the above business,the problems encountered by the A branch of the Suzhou Agricultural Bank of China in the marketing of electronic banking are solved.