How to market e-banking products of commercial banks?

1. Marketing strategy \x0d\ 1. Price strategy \x0d\ In the process of product sales, price is often the key factor for customers to decide whether to buy or not. The price of e-banking products mainly includes the cost of security products, service fees, handling fees and other expenses. Taking Longjiang Bank as an example, when marketing e-banking products, pricing should not only consider its own cost and customer acceptance, but also consider the long-term strategy of binding customers. Faced with the problems of low customer acceptance and poor ability to use, our bank should adopt the following strategies in pricing electronic banking products: \x0d\ First, reduce the cost of individual customers. The vast majority of individual customers are sensitive to price, and once charges are involved, they obviously show resistance, so we can try our best to reduce the price strategy for individual customers and adopt the strategy of free, discounted or bundled sales. For example, customers who handle personal online banking, mobile banking and personal SMS banking at the same time can use the way of giving away online silver shields or small gifts for bundled sales. Because of the many services they enjoy and the low cost, customers are more willing to accept them. \x0d\ Second, relationship pricing is applicable to corporate customers. Relationship pricing can increase the intermediary business income of electronic channels, and also help to stabilize customers and win customers. For high-quality corporate customers, due to abundant funds, they pay more attention to reducing labor costs and operating costs through electronic channels, and are insensitive to the cost of corporate online banking, so they can charge service fees without discount or less discount; Small and medium-sized enterprises are sensitive to prices because of their small amount of funds and low transaction volume. They can adopt various strategies, such as offering probation period, discount or even free of charge, to stabilize customer relations, attract customers to migrate to electronic channels and reduce the operating costs of banks. \x0d\ 2。 Channel strategy \x0d\ The sales of any product must be transferred to customers through appropriate channels. E-banking marketing channel is the medium for banks to deliver e-banking products to customers. These media mainly include bank counters, major partners and advertising media. The purpose of establishing e-banking marketing channels is to better publicize the products and functions of e-banking, attract more customers to become customers and users of our e-banking products of Longjiang Bank, and thus improve our financial strength and profitability. \x0d\ First, pay attention to the channel function of your Internet site. Longjiang Bank official website is a low-cost and independent sales promotion channel. As long as customers log on to the website, they can see the main marketing activities, preferential measures, the introduction of major e-banking products and the self-help start-up process. \x0d\ Second counter channel. Counter is still the main marketing channel of e-banking products at present. In order to improve the security of electronic channels, e-banking products often need to verify the identity of customers and buy security products at the bank counter when signing the contract for the first time, so the counter is often the key link in sales. When contacting customers, counter staff can often market online banking and mobile banking according to the timing of customer transfer and remittance services. After the customer signs the contract, the counter staff can provide more detailed operation guidance and train the customer to be familiar with the basic knowledge of e-banking products. \x0d\ 3。 Promotion strategy \x0d\ Promotion strategy refers to how an enterprise transmits product information to consumers or users through various promotion means such as personnel promotion, advertising, public relations and business promotion, so as to arouse their attention and interest, stimulate their purchasing desire and behavior, and achieve the purpose of expanding sales. The promotion of e-banking products is a process of transforming customers' potential needs into real needs by publicizing and providing products that meet customers' needs. According to different products and product characteristics, the promotion communication strategy can be a combination of personnel promotion, advertising, public relations and marketing promotion. At present, personnel promotion is the main promotion strategy adopted by CCB. Counter staff take advantage of sales opportunities such as customer transfer and purchase of wealth management products to introduce the convenience, low cost and high efficiency of e-banking in time, which is easy to gain customers' approval and achieve the purpose of sales. When banks hold community banking activities, they usually use advertising strategies to attract customers' attention and improve their participation. \x0d\ II。 Marketing method \x0d\ 1. All-staff marketing \x0d\ All-staff e-banking marketing refers to marketing e-banking products with the strength and wisdom of all employees. Electronic banking involves all aspects of banking business, which integrates all banking business and services. At the same time, for some employees and customers, e-banking is a new business, which is in the early stage of development. It is necessary to cultivate employees' knowledge of e-banking business and guide customers to change their trading habits. In order to realize the rapid development of e-banking, it is far from enough to rely solely on the strength of e-banking staff. We must rely on the strength of the whole bank to make the employees of the whole bank become experiencers, propagandists and trainers, so as to really promote the rapid development of e-banking. Linkage e-banking marketing \x0d\ Linkage e-banking marketing refers to the joint promotion of e-banking business with the help of various business departments in the bank and various available resources outside the bank, including internal linkage of banking departments and external linkage of banks and enterprises. \x0d\ 3。 Systematic E-banking Marketing \x0d\ Systematic E-banking Marketing refers to making comprehensive preparations in marketing personnel quality, marketing preparation, marketing forms, marketing services, marketing evaluation summary and other aspects. , and formulate detailed marketing work and implementation. Change the previous extensive marketing model of emphasizing form, ignoring service, ignoring assessment and not summarizing. \x0d\ 4。 Digital e-banking marketing \x0d\ Digital e-banking marketing refers to tapping target customers by using computer technology according to their characteristics, so as to achieve the purpose of targeted marketing. How to find potential customers from massive data is the key to improve marketing efficiency. Now customers are becoming more and more rational. In the process of marketing, if a marketing is unsuccessful, you may lose the opportunity of face-to-face marketing and have to wait until the next customer patronizes. Banks can launch online banking according to the average daily deposit balance of customers to attract middle and high-end customers. \x0d\ 5。 Network e-banking marketing \x0d\ Network marketing refers to various marketing activities carried out on various network media with the help of network technology. Electronic banking, especially online banking, is developed by relying on the Internet. Establishing e-banking brand, marketing e-banking products and providing customers with a platform for communication and interaction have become an important way for banks to carry out business marketing. Iii. Safeguard measures for the development of bank electronic banking \x0d\ 1. Improve the assessment mechanism, improve the service level of electronic banking, and establish a scientific and effective electronic banking. \x0d\ 2。 Safe. Customers are most concerned about the security of e-banking, and a safe use environment is the premise for customers to accept and use online banking products. At present, banks generally use USBkey as a tool to prevent online banking risks; In the signing stage, the authenticity and accuracy of account opening information are guaranteed at the source through online verification of ID card, mobile phone verification and account verification. In order to ensure the safe use of customers, it should be further humanized and multi-level security control strategies can be set; Strengthen transaction risk monitoring and control abnormal transactions; Establish identification, traceability and compensation mechanisms.