Research On The Optimization Of Marketing Strategy Of Public E-banking Business Of The Gansu Branch Of China Construction Bank

With the rapid development of the economy,there is increasing competition among the China's banking business.China's E-bank business began to thrive since the establishment of the "One Netcom" website by China Merchants Bank in 1997.Commercial banks start to the passes into the E-bank business and devote more significant efforts to broaden the E-bank channels.Even the capital of the Internet eager to predominate the market share.The personal E-bank market is enormous and gradually occupy the market share of public E-bank.Therefore,Gansu Branch of China Construction Bank(CCB)should promote the development of the public E-bank for enhancing its competitive strength of CCB.This thesis analyzes the research background and significance of CCB gansu branch on public electronic banking by applying relevant theories and analysis methods of marketing.and puts forward the main ideas,contents and methods of this research.Based on the analysis of the marketing situation of CCB Gansu branch to public electronic bank,the problems existing in the marketing of public electronic bank were found and summarized,The PEST analysis method and porter's five forces model were used to analyze the overall development environment of CCB Gansu branch to public electronic bank,Then the SWOT analysis tool system is used to interpret the opportunities,threats and advantages and disadvantages of the development of public electronic banking.and the market positioning of the E-bank is carried out in terms of the Gansu branch of CCB by the STP theory.Finally,the marketing strategy for the E-bank to Gansu branch of CCB is optimized via 7Ps service marketing strategy.In order to ensure that the marketing strategy can be implemented after the optimization,specific and effective marketing strategies for public e-banking are put forward,such as paying attention to the implementation,building big data platform,and improving service level.Tand three guarantee measures were established: assessment system,innovation development,and riskmanagement.This thesis aims to optimize the transformation and development of public e-banking business of CCB gansu branch and enhance the market competitiveness of public e-banking business of CCB gansu branch through the research on improving the marketing strategy of public e-banking of CCB gansu branch.