Research on the Optimization of E-banking Marketing Strategy of Q
Branch of Bank J
Abstract
With the rapid development of contemporary economy and the continuous updating
of Internetinformation technology, thecompetition of China'sbanking industryis
increasing day by day. China Merchants Bank pioneered China's online banking by
establishing "One Net Connection" in 1997. Since then, commercial banks such as Bank
of China, Agricultural Bank of China and Construction Bank have also launched their
own online banking services. Electronic banking, as an advanced financial service means,
relies onthe currentadvanced electronicinformation technology,on thebasis of
traditionalfinancial services,usingtheInternet toprovidecustomers withmore
comprehensive andprofessional financial services.As one of thefive state-owned
commercial banks, Bank J has a wide customer base and pays attention to the application
of scientific information technologyin banking business. At present,the e-banking
business of J Bank mainly includes wechat banking, e-payment, mobile banking and
online.
Based on the rapid development of China's e-banking business, and combined with
the currentepidemic situation,thispaper takesthe e-bankingbusiness marketing
strategies of BANK J Q Branch as the research object. This paper analyzes the research
background of the e-banking business development of BANK J Q Branch, expounds the
research significance, reads the relevant research literatures of domestic and foreign
scholars on e-banking business, determines the research content, research methods and
paths, and puts forward the main innovation points in the writing process of this paper.
The macro environment of e-banking business of J Bank Q Branch is analyzed by PEST
analysis method, the industry environment of e-banking marketing is analyzed by Porter's
five Forces model,and the advantages,disadvantages, opportunities andthreats of
e-banking business in the development are analyzed by SWOT analysis method. By using
the method of questionnaire, the marketing status of J Bank Q Branch is investigated and
analyzed. It concludes that there are some problems in e-banking business marketing of
BANK J and Q Branch, such as lack of product innovation, imperfect pricing mechanism,
single marketing channel, poor promotion effect, absence of professionals, inadequate
visible display and insufficient process execution.
II
Taking STP theory as the core, this paper conducts target market segmentation,
selection and positioning for electronic bank of J Bank Q Branch. From the emphasis on
product innovation, speed up product development, expand the product range to optimize
a product strategy, differential pricing from products and customers optimize the pricing
strategy, from the bank on the net, customer service center, perfect the portal optimize the
channel strategy, from advertising, personnel promotion, public relations optimize the
promotionstrategy,Fromthestrengthening ofmarketingteamconstruction,the
establishment of a sound assessment mechanism to optimize the personnel strategy, the
establishment of simulated scene experience area, carrying out into the community to
optimize the tangible display, in the pre-sales stage of the product to pay attention to
customer demand, comprehensive service in the product marketing stage, the product
after-sales stage of regular return visit to optimize the process strategy. Finally, in order to
ensure thebetter developmentof theoptimized marketingenvironment, safeguard
measures are put forward from the four aspects of organization and system, service,
science and technology and talent, and continuously promote the development process of
e-banking business of BANK J Q Branch.
Key words: Electronic Bank；Marketing Strategy；Marketing；Commercial Bank
III
目录
第1章绪论··1
1.1研究背景及意义···1
1.1.1研究背景···1
1.1.2研究意义··1
1.2文献综述··2
1.2.1国外文献综述···2
1.2.2国内文献综述···4
1.2.3文献述评···10
1.3研究内容及研究方法···11
1.3.1研究内容···11
1.3.2研究方法···12
1.3.3研究路径···12
1.4主要创新点···14
第2章相关概念和理论基础 ··· 15
2.1相关概念··· 15
2.1.1电子银行···15
2.1.2营销策略···15
2.2理论概述··· 16
2.2.1 PEST模型分析··· 16
2.2.2波特五力模型分析···16
2.2.3 SWOT分析··18
2.2.4 STP分析 ·· 18
2.2.5 7PS服务营销组合理论·· 20
第3章 J行Q支行电子银行业务的营销环境分析 ·· 22
3.1 J行Q支行电子银行宏观环境分析··· 22
3.1.1政治及法律环境分析·· 22
3.1.2经济环境分析··23
3.1.3社会环境分析··23
3.1.4技术环境分析··25
3.2 J行Q支行电子银行营销的行业环境分析··· 26
3.2.1同行业内的竞争··· 26
3.2.2卖方的议价能力··· 27
3.2.3买方的议价能力··· 27
IV