Research On Marketing Strategy Of ETC Business Of Industrial And Commercial Bank Of China Guiyang Branch

Electronic toll collection(etc)is an automatic toll collection system for expressway or bridge.Etc,as an electronic charging system,realizes paperless and convenient charging through information technology,which can improve traffic efficiency and the results of charging management,reduce unit fuel consumption.With the continuous improvement of highway transportation network and the improvement of residents' living standards,provides a good economic and mass foundation for the developing of etc business.Commercial banks play the same role in etc ecosystem,providing charging and settlement services for expressway network center system.The emergence of etc business provides a new marketing scene for banks.The major banks have fierce competition in etc business,but the different marketing strategies affect the final profit in this etc marketing competition.Guiyang Branch of ICBC is the branch of ICBC in Guizhou Province.It has been paying attention to etc business and rapidly launched etc products.However,due to the lack of attention to etc market,unreasonable performance appraisal,traditional marketing concept and low recruitment of professionals,its marketing strategy has many problems: homogeneity of product design,narrow marketing channels,unreasonable promotion scheme and low service quality.This paper selects the current marketing strategy of etc business of ICBC Guiyang Branch as the object,and puts forward the marketing optimization strategy according to the existing marketing problems and the causes of these problems.Based on the market positioning of STP theory,individual customers are selected as the main target of etc business.Product design not only assesses the new addition of etc customers,but also pays more attention to customer satisfaction and social benefits.Marketing strategy based on 4C theory.Draw up consumer optimization strategy: according to the classification of consumers,design different schemes,strengthen customer relationship maintenance,and do a good job in service tracking and assessment;draw up cost optimization strategy: do a good job in product packaging,enhance the added value of products,adjust publicity strategy,make full use of advertising,reduce labor costs,and package promotion work to professional companies;draw up convenience optimization strategy: simple In order to improve the service quality from the internal motivation,it is necessary to optimize the product processing process,enrich the selection of supporting products,provide one-stop service,and do a good job in employee incentive work;it is necessary to formulate communication optimization strategies: use big data to ensure the effectiveness of communication,build business scenarios,improve the applicability of communication,synchronize online and offline marketing,and enrich the diversity of communication.