Research On Marketing Strategy Of ETC Business Of Y Bank Zhejiang Branch

The ETC payment scenario has both high-frequency applications and high customer value.It is of great value in promoting the credit card business of Bank Y of Zhejiang Branch,as well as the acquisition of new deposits,new traffic,and new incremental markets.At the same time,the promotion of ETC business is also in response to national policy calls and to meet the needs of provincial branch evaluation goals.In the sudden and fierce battle for users,Bank Y of Zhejiang Branch quickly seized the market share of ETC users,and urgently needed to develop a targeted marketing strategy.With the rapid development of the service industry,the marketing theory community has conducted in-depth research on the characteristics of service marketing,and service marketing theory has also been widely used.Based on service marketing theories,this paper uses comparative analysis and survey research methods to analyze the ETC business environment of Bank Y of Zhejiang Branch,and compare the characteristics of other banks' ETC business marketing.The strategy was designed.First,it analyzes and compares the development of ETC business at home and abroad,and conducts a PEST analysis of the macro environment.It analyzes the competitive environment in combination with the Porter five-force model,and obtains the opportunities and challenges related to ETC marketing.Then sort out the resources and capabilities of Bank Y of Zhejiang Branch and the current status of ETC marketing,and point out its problems through questionnaire surveys.Finally,through STP analysis,specific marketing strategy optimization design was carried out,and specific safeguard measures were given.This article believes that ETC marketing of Bank Y Zhejiang Branch also has fuzzy product positioning,rough price settings,single channels,rigid promotion methods,small number of business personnel,and insufficient professionalism.The image display is too traditional,inaccurate,cumbersome processes,and poor service experience.And other issues.The optimization of specific marketing strategies includes: improved security performance,customized product services and integrated product functions,and free provision and installation of ETC equipment,differentiated pricing of toll discounts;offline channel optimization and online channels to open ETC processing entrances;Diversify the combination of promotional methods;increase the number of personnel,improve the professionalism and service level of personnel;fully tap the advantages of online media resources,carry out various public relations activities;optimize service processes,and implement service standardization.