Research On Marketing Strategy Of Electronic Banking Corporation Business For Bank A’s Shenyang Branch

In recent years,the rapid development of the Internet and mobile communication technology has profoundly changed people’s life and work methods.The demand and total amount of Internet financial consumption have rapidly increased,which has provided commercial banks with a new space and a huge market for expanding financial services.For most commercial banks,the current most important position in the field of Internet finance is undoubtedly electronic banking,and corporate customers,as the basic cells of the national economy,have an important position in the composition of consumers of electronic banking products and services.After years of continuous intensive cultivation,commercial banks have made great achievements in public electronic banking,but how to combine the ever-changing mobile Internet technology with the depth of financial services to further improve the innovation of public electronic banking capabilities,optimization of business models,especially effective reduction of corporate electronic banking transaction costs,diversification of financial risks,and expansion of the coverage of inclusive finance on a safe and fast basis are still practical issues that all commercial banks need to face.This article uses Bank A’s Shenyang branch as the main business entity to study its corporate e-banking marketing strategy under the new situation.By discussing the marketing status of the public electronic banking business by the Shenyang branch of Bank A,analyze the problems existing in the marketing of the public electronic banking products and services of the Shenyang branch of Bank A.The PEST model was used to discuss the internal and external marketing environment of Bank A’s Shenyang branch for public electronic banking business,and then the SWOT analysis method was used to explore the key points of Bank A’s Shenyang branch’s marketing of public electronic banking business.The development ideas and goals of the public electronic banking business of the Shenyang branch of Bank A are presented.On this basis,the STP theory is used to subdivide our bank’s public electronic banking market,and the Shenyang branch of Bank A’s target market selection and market positioning for public electronic banking are completed according to the results of the segmentation.The 7P marketing theory has formulated marketing strategies with differentiated characteristics for guidance,and put forward safeguard measures to promote the effective implementation of public electronic banking marketing strategies by Bank A’s Shenyang Branch.