Research On Marketing Strategy Of Lanling Rural Commercial Bank’s E-banking

In recent years,with the rapid development of Internet information technology marked by big data and cloud computing,mobile terminal devices are rapidly becoming popular and integrated into real life.The rapid rise of Internet finance,such as mobile payment,cloud flash payment,P2 P online banking,Internet wealth management,and online crowdfunding,has caused unprecedented changes in the rural financial market in terms of payment methods,service models,and competitive landscape.In this market competition based on “Internet + Finance”,the network coverage and practitioners will no longer be the core competitive advantages of China Rural Commercial Bank.Facing the current broad rural financial market,how to vigorously develop the e-banking business in the county-level financial market and expand the market share of the basic market to cope with future challenges has become an important strategy for Lanling Rural Commercial Bank to win the market and accelerate its development in the fierce competition environment.One of the important strategic content.This paper takes Lanling Rural Commercial Bank as the research object,and conducts related research with the core of electronic banking business marketing.Firstly,combining domestic and foreign scholars’ theoretical elaboration on the related fields of electronic banking,and comprehensively applying theoretical knowledge and tools and methods of different disciplines such as strategic management,statistics,and marketing,the external environment and internal environment of e-banking marketing are separately applied.The relevant elements of the in-depth analysis,while the comprehensive use of literature and data,interviews,qualitative and quantitative methods such as the integration of in-depth research.Secondly,through the analysis of the marketing status,market positioning and customer needs of Lanling Rural Commercial Bank’s e-banking business,it was found that its product structure in sales was irrational,the proportion of effective customers and the business substitution rate were low,and the bank card customer’s e-banking ratio was low.Finally,combined with the reasons for the problems,we have given suggestions for the improvement of the marketing strategy for the electronic banking business of Lanling Rural Commercial Bank,including improving product functions,increasing pricing power,broadening marketing channels,enriching promotion methods,building professional teams,reshaping product image,and optimizing.The service process,etc.,as well as the safeguard measures to ensure the effective implementation of the above recommendations,include specific organizational guarantees,resource guarantees,security guarantees,and asset quality assurance.