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The Research on Marketing Strategy of Enterprise Online Banking for HUNAN BOC

Author: ZhouLinHai
Tutor: YangKuan
School: Hunan University
Course: Business Administration
Keywords: bank of china corporate online banking marketing strategy
CLC: F832.2
Type: Master's thesis
Year: 2012
Downloads: 85
Quote: 0
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Abstract


With China’s entry into the post-WTO period,China’s financial industry willmove toward the deeper full liberalization and electronic banking will be showing thetrend of accelerated development. To Major domestic commercial banks,how to obtaina favorable position in the competition of online banking has become very concernedissue of domestic academia and practitioners. The current global financial crisisaffected the healthy development of world economy, but also the formation of theimpact of China’s banking sector and the real economy, but to some extent, electronicbanking gets the opportunity of leap. The advantages of cost savings, the accelerationof the circulation process and a wide range of information resources brought about bythe Electronic and network of commercial behavior, has provided a guarantee tomaintain the rapid development of electronic banking in crisis of economic situation.In the process of online banking operation, with a substantial increase in thetransparency of information, the provision of personalized services and Innovation ofbusiness emerge in an endless stream, the transfer of customers has become very easy.Therefore, to maintain a certain amount of customers, and to promote it rationalgrowth will be an important aspect in the future to ensure the online banking’sliquidity and profitability. Marketing is to make Internet banking productdifferentiation, enhance customer loyalty to the advantageous weapon, it is alwaysadhere to customer-oriented, the development of online banking to meet customerneeds whileBank of China Hunan Branch is taken as the research object in this article. Afterdeep investigation, the author conducted systematic and thorough research to themarketing strategy of the company online banking. First, we analyze the corporateonline banking products and the current marketing situation. It includes the followingfour aspects: product characteristics, channel position, marketing organizationalstructure, capability of market expansion and maintenance. Based on the enterpriseonline operational bank environmental analysis, the author draw a conclusion thatBank of China Hunan Branch has some problems with the development quality andcomprehensive innovation abilities, and the existing problems and cause of marketingwere pointed out. Then a combination marketing strategy is proposed for Bank ofChina Hunan Branch on the basis of its product strategy, channel strategy, promotion strategy, price strategy, customer expansion strategy and area stragtegy. Finally, thesafeguard mechanism of above marketing strategy is brought out including safetyguarantee, IT resource support, expense and resources configuration, performanceappraisal, marketing propaganda and human resources safeguard.The research is practical, rigorous, abundance of data and fully proved for actualapplication. It will take a certain reference role for the development of corporateonline banking business of other banks.

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