Research On The Optimization Of Electronic Banking Business Marketing Strategy Of J Bank H Branch

Nowadays,with the continuous replacement of network technology and the wider application of the Internet,network finance has long been developed all over the world,and electronic banking business has been born gradually.Electronic banking refers to the virtual banking in which commercial Banks provide users with a variety of financial products and services by using Internet electronic technology.JS bank is one of the four largest Banks in China.The company has a wide customer base,and a number of large enterprise groups to maintain good bank contact,marketing network throughout the country.At present,JS bank's electronic banking business consists of WeChat bank,mobile banking,online banking and telephone banking.It is widely recognized by customers.The year before last June,China financial technology BBS held in Shanghai with the theme of "new finance,new technology,new future".With the progress of the new generation of fintech information technology,fintech innovation not only improves the efficiency of online finance,but also improves the quality of online financial services.Against the background of the booming development of e-banking business in China,this paper takes the e-banking marketing strategy of J bank H sub-branch as the research object.First of all,this paper analyzes the current situation of the electronic banking business of H branch of JS bank,including the basic situation analysis of the electronic banking business of H branch of JS bank,the current situation analysis of the electronic banking marketing of H branch of JS bank,as well as the existing problems and reasons of the electronic banking marketing strategy of H branch of JS bank.Through system analysis,found that H branch of electronic banking business marketing problem the reason: lack of scientific customer segmentation rules,tend to be conservative and innovative products a single,blindly adopt the strategy of free pursue customer scale,imperfect channel construction,ignoring the effect of the new era of network marketing,lack of take the customer as the center of the products and services,marketing consciousness is not enough and lack of mutual win partners,supporting service does not reach the designated position,etc.Secondly,based on the analysis of the status quo of e-banking marketing strategies of J bank H sub-branch,this paper tries to build a theoretical framework of new marketing strategies.That is to say,STP theory is taken as the core,and then userand cost strategy,channel and promotion strategy,differentiation and added value strategy,response and relationship strategy and service marketing thoughts are further integrated into it.Finally,this paper also explores the guarantee measures under the new framework: organization guarantee,talent guarantee,service guarantee and risk control guarantee.This paper uses literature research method,case analysis method,comparative study method,questionnaire survey method and qualitative analysis method to summarize the marketing strategy suitable for the development of J bank H sub-branch's electronic banking business from the experience of domestic and foreign commercial Banks' electronic banking business.J bank H branch must recruit talents widely,establish a professional elite team,integrate various marketing channels,overcome difficulties,seize opportunities and gradually develop and grow in the competition.