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Guangdong Development Bank’s Online Banking Marketing Plan for 2011

Author: LinZuoHong
Tutor: GongZhen
School: South China University of Technology
Course: Business Administration
Keywords: Online Banking Marketing Promotion programs
CLC: F832.2
Type: Master's thesis
Year: 2010
Downloads: 285
Quote: 0
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Abstract


With the rapid development of information network technology and socio-economic trends in information technology accelerated, online banking has become commercial banks to expand the market space, reduce operating costs, diversion counter pressure, and enhance core competitiveness, improve service quality and efficiency of an important means of an increasingly competitive market. Guangdong Development Bank is the reform and opening up the first joint-stock commercial banks, headquartered in Pearl River Delta region as a market economy activity, as early as the beginning of 2000 and the beginning of online banking contacts construction in early 2001 launched an online banking, truly handle online banking, but for various reasons after construction has not been fully appreciated, the development stalled. Since 2004, with the four state-owned commercial banks and Guangdong Development Bank, Industrial Bank and other joint-stock commercial banks in the field of online banking force, Guangdong Development Bank had established that first-mover advantage and thoroughly reduced to a gradual loss of market followers. The end of 2009, Guangdong Development Bank's new chairman took office, the proposed use three years to build a first-class online banking online banking system. According to this goal, in 2010 will be the solid foundation of the year, online banking system will conduct a comprehensive transformation, will use the most mature Web2.0 technology to build new online banking platform, and on this basis to develop a large number of new features, increase third-party custody, fund transactions, self-service payment, futures, warehouse trade silver series of new services, from business function level and gradually reach the level of domestic first-class commercial bank. Marketing theory and experience tell us that product development is just part of the marketing mix strategies, marketing promotions to attract users to use the real product of the \number of customers, customer usage and market share how to get significant improvements? This Guangdong Development Bank online banking to reach the domestic first-class level of commercial banks will have important significance. Paper will first marketing and promotion of research were summarized and briefly summarize the online banking market related theory. Then through the Guangdong Development Bank's marketing objectives were analyzed to determine the target of online banking promotion; environment through promotion, promotional objects, promotional methods for analysis, positioning and studies to determine the promotional tools temporal and spatial positioning and promotional activities in order to develop specific Promotions and make promotional activities budget. Paper will use the theoretical analysis and the method of combining specific examples, with some of the latest research literature and a large number of data collection combined with the actual situation in Guangdong Development Bank to analyze, hoping papers will eventually come to the conclusion GDB Promotions online banking has some reference value and the promotion of significance.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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