A市工行个人网上银行营销分析

A市工行个人网上银行营销分析 CLC number: TU247.1, document identification code: A Abstract: This paper mainly studies the marketing strategy of ICBC A personal online banking. Through the analysis of the internal resource capability, we can get the advantages and disadvantages of the enterprise, analyze the current situation of the marketing and find out the existing problems, so as to create favorable conditions for the better development of the bank. Key words: personal online banking; internal environment; analysis Internal environment, also called micro environment, refers to the factors that directly influence the operation and development of an enterprise, and the ability to provide satisfactory products and services to consumers. The analysis of internal resource capability is the analysis of the core competence of an enterprise. The external environment analysis, no matter how tight, can only be accurately evaluated by the analysis of the internal strength and weakness of the enterprise. Some enterprises operate in an environment where they lack attraction, threat and opportunity, and succeed in gaining competitive advantages, depending on their own strong core competitiveness. First, A City ICBC personal online banking internal resource capacity analysis (1) the overall resources of ICBC A A Shigonghang closely around the overall goal of the construction of a modern financial enterprise, actively adapt to the national macro-control and the transformation of the local economy tightening strategy to accelerate business environment, cultivate and enhance the core competitiveness, to achieve sound and rapid development as the focus, strengthening core competitive advantage, accelerate the business structure adjustment and innovation of products and services, all the work of a good development momentum of steady, sustained and healthy, Houjinshizu breakthrough, the main business in the system and the industry significantly accelerated the pace of the order of precedence. In the midst of the international financial crisis, the global economic recession and the slowdown in domestic economic situation, in 2008 the bank loan increment and the profit level of a new record high, RMB deposits reached 29 billion 300 million yuan, an increase of 5 billion 700 million yuan, an increase of 3 billion yuan; various RMB loans reached 19 billion yuan, an increase of 4 billion 100 million yuan, an increase of 2 billion 700 million yuan; intermediate business income 236 million yuan, an increase of 91 million yuan; profit before provision for 980 million yuan, an increase of 353 million yuan. The dominant position in the system and in the industry has been further consolidated and improved. (two) comprehensive business function After more than seven years of development, ICBC's online banking application system version is escalating, and personal online banking products are maturing: 1. my account: account for all registered in e-banking (smartcard, e times card, financial account, credit card, credit card, the card) to make the account inquiries, transfers between card, registration card, add self - help sub accounts, can also be in remittances, cross for remittance and batch transfer. 2., pay a station: to provide agents to pay mobile phone fees, fixed telephone fees, tuition fees and other services, and fully meet the customer's various payment requirements. 3. personal financial management: in order to realize the continuous appreciation of customer financial needs, so that customers can always grasp their own wealth, ICBC personal online banking provides all kinds of unique financial services, Including financial management program design, financial services applications, various financial management agreements, international credit card / credit card automatic repayment. 4., online exchange market: to meet the increasingly strong demand for foreign exchange investment and financing of customers, so that customers can not be limited by time and place, and participate in the global foreign exchange market in real time. 5.: a fast online securities brokerage transactions, more banking services, and securities services as a whole, customers realize the integrated management of multiple accounts; including online stock: Yinzhengzhuanzhang, Yinzhengtong, B-share securities trading services; online fund: fund subscription, purchase and redemption of bonds; online: Bookkeeping the purchase of treasury bonds, two sale and Treasury information query. 6. online insurance and loan sales agent: low price, simple underwriting insurance products; online for personal loans, the operation is simple, affordable, readily available loan information query. 7.B2C online payment: a payment method for payment by online payment after online shopping by ICBC's special website. 8., bank card service: do card, change card application; international card repayment; check the bill, download; do card, change card results query; card data query, modify. 9. to clients. The main information is: changes in balance, financial services, electronic bills. 10. online edition, VIP version: passbook passbook version, ICBC provides no threshold of online banking online service, regular passbook customer without registration, as long as the input account number and password, you can account for all kinds of information; VIP version, of the bank's gold customer service function and the public version of the ad hoc. Basically the same, but the various services can enjoy different preferential. (three) strong network support system The key point of online bank marketing is its convenience and fast, which is also one of the main reasons for customers to choose online banking. Customers can realize the transfer, payment, financing and other personalized services through online banking self-help, but this convenience is also conditional. The ICBC of A city has solved the support function of the business network to the online bank very well. With the development of economy, A Shigonghang due to need to properly handle the macroeconomic regulation and control and its development, the scale and the structure, quantity and quality, the abolition of some level of profitability is not high but the outlets, the city still has 72 outlets, all around the city of A area. And these sites are located in the superior geographical location, economic situation is relatively good area, all the outlets years savings deposits all over 100 million yuan, and in accordance with the unified arrangements of the Shandong branch of ICBC, these outlets in the last two years of renovation, the development of advanced office equipment business premises, comfortable for the business and laid a solid on the basis of. (four) excellent staff A City ICBC has a large workforce, itself is a rich customer resources, but also a marketing team can not be ignored. Online banking marketing needs an introduction process, in this process, bank employees have an important dynamic role. Through the use of online banking, to become loyal customers, as nodes and branches in the marketing chain extends to the customer groups, then from the inside to the outside, and the demonstration effect, Generate radiation to customers and form multi-channel marketing of online banking. Two, A City ICBC personal online banking marketing status (1) the strategic positioning of online banking is not clear Electronic banking is a revolution in modern commercial bank management and operation process, but in the practical work of understanding there are different degrees of difference, not to raise it as the core products and enhance the core competitiveness of the height. In particular, as an important component of electronic banking, personal online banking, embellishment is still relatively strong, although the slogan is very loud, but the work to promote and implement, there are layers of weakening, or even two skin phenomenon. There is a gap between the policy support and the lack of adequate administrative means and economic drive, it is difficult to fully mobilize the enthusiasm. Simple task concept boosted product centric thinking inertia, service and technology can not follow up in time. Scale, speed and quality and efficiency coordinated development is difficult to take into account. (two) the marketing mechanism is not perfect, and the marketing strategy is not in place First of all, in marketing channels, online banking outlets lack of promotional materials, especially the new functions of publicity materials; business and customer manager management and marketing habits of traditional banking, Internet banking products on the lack of adequate knowledge, actively publicize and promote the awareness of Internet banking. Although some of the large outlets are specially equipped with an online banking demonstrator, they do not fully function. In marketing publicity, only the head office website or other business sites for marketing publicity, A City ICBC not in the relevant website or other media marketing propaganda, so marketing influence is not enough. Secondly, in terms of promotion, as the traditional state-owned commercial banks, are accustomed to waiting for user home, no online reports, bank products or services through the appropriate way to publicity and explain the attention and interest, stimulate customers for online banking and online banking. In fact, ICBC Internet banking products in the industry leading, pushing the head office of the work is the base line but wildly beating gongs and drums, management personnel to accelerate the development of online banking, change the mode of operation, lack of sufficient knowledge to reduce operating costs, the outlets teller, customer manager and the lack of assessment incentive mechanism in the promotion of Internet banking products. To a certain extent, affected the development of Internet banking. #p# paging Title #e# (three) the importance of some sub branches is not enough, and the business development is unbalanced From A Shigonghang 2007 data can be seen in the city, development zone, Zoucheng City, the four branch of the completion of the bank account number 70%, the Development Zone Branch was completed for 42% of the total, part of the branch did not complete the online bank account and transaction volume of the task according to the plan, the line between business development is not balanced. Secondly, the individual branches only focus on the number of transactions online, while ignoring the economic benefits, but only quantity, quality of the phenomenon still exists. At present, in the branches of the competent departments, the online banking business with fewer staff, basically all number of posts, unable to concentrate on online banking business development, marketing and customer maintenance work. (four) after-sales service is not in place, dormant customers Marketing and after-sales service are not closely integrated, only selling products, regardless of whether customers use or not prominent. Although the size of up, but did not reflect the synchronization quality and efficiency, some customers opened an online bank but not used for a long time, has become the most sleep, can bring more value to customers in the high-end products made of waste products. From the city of A ICBC 2007 data, Internet banking transactions larger customers accounted for about 30%; but did not open online banking transactions account for 9701 households, how to wake up these dormant customers to online banking customers to use online banking to handle the relevant business, is an urgent problem to be solved. (five) lack of effective incentive mechanism; Although the Internet banking business into the branch performance evaluation, but its weight is not caused by the leadership attention, accomplish the task without appropriate incentives, not completed no hard constraints; the customer manager's incentive is mainly according to the percentage of marketing online banking intermediary business income generated in customer manager the proportion of the same, and other intermediate business income wage content, new business promotion is not well reflected, but also to the success of marketing, maintenance, energy and personal commitment to the intermediary business revenue and cost income targets far; tellers think more and less income, the marketing of personal internet banking is not worthwhile, from to the customer, answering to go through the formalities for 20 minutes or so, to recover the installation fee and service fee, marketing a personal internet banking popular version or certificate version respectively To 1.2 yuan, 11 yuan of wages, the current annual service fee is charged customers to use the expiration of one year, here if the customer cancellation, marketing personnel will not get the corresponding wages, less income, not at sight, but also bear the risk of operating variables. In order to better promote the development of A, ICBC personal internet banking business, doing a good job of the marketing strategy at the same time, but also do some work: clear positioning, strengthen propaganda, improve the marketing mechanism, improve the incentive measures and good customer service service and other work, and strive to promote stable and healthy development of A Shigongxing personal online bank. Reference: [1], Xie Kang, Xiao Gang. Network bank. Changchun publishing house, 2000 [2] Yueh Sun. Analysis of key factors for success of online banking. China financial computer, 2006,12 [3] Dong Hai. Strategic management. Dalian University of Technology press, 2001 [4] Han Xiqing. E-commerce and network marketing. Science Press, 2006