E-banking marketing plan

Part 1: E-banking marketing plan

One. Program Description:

The ultimate goal of the program is to promote the campus promotion of CCB e-banking products by building a strong campus promotion team for CCB.

Solution Operation Strategy: Offline Campus Team

Expected results of the program: The increase in sales of e-banking products and the increase in campus market share + the establishment of a strong campus promotion team + the long-term benefits of the campus market

two. Design

Here, we will tell you in the most concise way about all aspects of our program, so that you can have a general understanding of our program after reading, and provide a clear idea for further study of our program.

1. Design concept of the plan

From the perspective of solving the practical problems of college students, design a set of solutions that can solve specific problems, thus laying a foundation for enterprises to obtain long-term benefits in the college students market.

Core word explanation

Practical problems for college students: University students studying in university towns and suburban universities face the inconvenience of going to the bank for business reasons and the difficulty in securing safety on the way to and from the road due to geographical location.

2. Implementation ideas of the solution

1. Through the safe and convenient features of CCB's e-banking products, we can match the actual problems of college students and solve the problem with different product combinations designed by us.

2. In the promotion process, adopt the public welfare marketing method. First, create a campus promotion team and invite university students to join our promotion team to enable us to conduct marketing activities according to local conditions. On the other hand, we can solve the employment problem by cultivating college students' practical ability. Efforts have been made to clarify the public welfare of this program and lay the foundation for the long-term occupation of the university student market.

3. While doing product promotion, if you want to profit from a certain market for a long time, you must let the customers in this market feel the social responsibility of the enterprise. For the university student market, the attention of college students to public welfare and employment The degree is far higher than any other group, so at the right time, cooperate with relevant public welfare organizations and media to organize some public welfare activities around the campus, and the above-mentioned invitation to join the promotion team is a reflection of CCB's determination to solve the employment of college students. The combination of actions can not only gain a good reputation in this market, but also paving the way for long-term profitability, and also reflects the high sense of social responsibility of CCB and consolidate the brand image of the company.

3. The specific design of the plan

In order to realize the above ideas, we designed a marketing campaign called “CCB Care Action”. The main purpose of the event is to promote the construction of bank e-banking products in the university student market through the two strategies of blog and college promotion team. The high sense of social responsibility of the company lays the foundation for the long-term interests of the company in this market.

The program is divided into two parts. The first part is called “CCB Care Action” and the second part is called “Caring for the End”. We divide the university student market into the university city market and the old school market according to geographical factors. The first part of the design is mainly to solve the practical problems of college students, to promote CCB's e-banking products in the university city market, to facilitate the life of college students, and the recruitment of campus promotion team to solve the problem of college students' employment difficulties and lack of practical ability. Provided ideas, reflecting the care of CCB products for college students. The second part is based on the first part of the sales, through the interface with the public welfare characteristics, through the relevant media and public welfare organizations, through our team of college students to engage in related public welfare activities, and further to the first part of the campus team The social problems solved will be consolidated, thereby strengthening the high sense of social responsibility of CCB e-banking products and the CCB brand itself. On this basis, continue the vertical extension of products in the university student market, enter the old campus market and occupy this market. In the end, the overall college student market was obtained and laid the foundation for realizing the long-term benefits of this market.


Chapter 2: Electronic Banking Marketing Plan

First, the theme of the event: "Golden Autumn Marketing"

The theme of the event is “Golden Autumn Marketing”, which aims to express the sincere desire of the bank to share the fruits of the work and create a better future for the high-end customers and the mass customers. The Bank’s personal banking business is customer-focused and committed to silver. Customer "win-win" business philosophy. On the basis of this, each line can be based on the activities of the Bank, and the main “selling point” of the refining activities is used as a sub-topic.

Second, the event time: × × × × year × month × day × month × day.

Third, the purpose of the event:

With Mid-Autumn Festival and National Day as the tipping point, the individual high-end customers and cardholders are the key target groups, focusing on consolidating and developing customers, promoting the use of savings cards, and improving the transaction income of intermediate exchanges, etc. , tourism, catering, entertainment market and related markets, while expanding product coverage, promoting multi-frequency and multi-variety use of customers, driving the overall development of personal banking business and establishing the social image of our brand through the promotion of “Golden Autumn Marketing” To enhance customers' perceptions and feelings about our personal financial third-level services, improve the distribution efficiency of electronic channels, and effectively improve business performance.

Fourth, the content of the event

The activities mainly include the following:

"Golden Autumn Marketing Products Happy Delivery" offers promotional gifts.

In order to encourage cardholders to spend credit card and paperless payments, and promote the rapid growth of bank card and self-service equipment business, while maintaining and enhancing the competitive advantage of the Expressway business, and promoting the continued rapid development of the remittance business, the following preferential promotional gifts are specially launched. activity:

. "Golden Autumn Marketing Self-service Delivery Gift"

During the event, the customer who pays the sub-cost on the self-service equipment of the province with the savings card can hold the gift voucher and the deposit and withdrawal voucher to exchange the gift of the value yuan at the local business outlet. First come, first served, while supplies last. The voucher must be the payment voucher of the same savings card. After the gift is exchanged, the bank will recover the payment voucher.

A customer who receives a payment agreement during the event will receive a gift of value. Signing is a delivery, one for one, first come first served, and lasts until the end.

Event gifts are purchased by each bank.

. "Golden Autumn Marketing Card Festival Double Festival"

The application card will be exempt from the annual fee during the event.

If the credit card consumption reaches a certain standard, you can receive the corresponding standard gifts at the designated location of the local CCB with the consumer transaction documents and bank card.

If you spend more than 10,000 credit cards, you will receive a gift of value.

If you spend more than 10,000 credit cards, you will receive a gift of value.

If you spend more than 10,000 credit cards, you will receive a gift of value.

If you spend more than 10,000 credit cards, you will receive a gift of value.

Gifts should fully cater to the psychology of shopping during the holiday season. The recommendations below the credit card consumption are zoo tickets, park tickets, McDonald's restaurants around the mall, and other fast food agency packages, which are determined by each bank.

According to the actual situation in the locality, each bank should actively screen out a large-scale shopping mall, high-end hotels, high-end hotels and other special merchants with large consumption transactions, and adopt on-the-spot gifts for customers who meet the standard consumption on the same day to enhance the sensation of the event.

Since the activity time lasts for more than one month, each bank should reasonably arrange the rhythm of the gift delivery, determine the number of gifts for each grade of the day, and the gift will be served as soon as the day is over. At the same time, each bank should actively do the gift of the foreign card customer.

. "Golden Autumn Marketing Express Exchange offers a big release"

During the event, the speed of the Huihuitong remittance fee is limited.

Second, "Golden Autumn Marketing Products Happy Delivery" outlets a silver product display and quality service activities.

With the business outlets as the unit, we will carry out the "Golden Autumn Marketing Products Happy Delivery" quality service and the display activities of a silver product. The main contents of the event are:

. Business outlets uniformly advertise banners, post and distribute marketing campaign posters and event leaflets issued by provincial branches, attracting customers' attention with novel and rich visual appeal.

. The outlets of the outlets wear uniforms on the work badges, increase the affinity of employees, and highlight the enthusiasm and friendly service image of our employees.

. During the event, the outlets shall have a special publicity and consultation desk and a guide staff to strengthen the dynamic promotion, guide customers to use the self-service channels provided by the Bank to handle ordinary deposit and withdrawal and payment services, and actively carry out relevant redemption work.

. Actively carry out quality service work at outlets, improve the quality of counter services such as Speed ​​Huitong, strengthen exchanges between counter staff and customers, and effectively enhance the image of outlets.

. We will do a good job in providing green channel services to our customers, and provide priority preferential services to customers in strict accordance with relevant requirements, so as to create a good holiday service environment for customers.

“Golden Autumn Marketing Products Happy Delivery” community activities.

. Expand the marketing channels of the community, close the community relations, and steadily promote community marketing work according to the plan.

Grasping the favorable opportunity of the Mid-Autumn Festival and the National Day to carry out the “Golden Autumn Marketing Products Happy Delivery” community marketing activities, and steadily promote the second phase of community marketing. Through the close integration of community financial service outlets, outdoor exhibitions, community finance classrooms, marketing squad community propaganda, etc., we will comprehensively establish the image of our community service and strengthen the links between community financial service outlets and target communities. The feelings of outlets and community customers have steadily promoted community marketing.

. In combination with the promotion content of the event, identify the target customers of the community, actively expand the relevant business volume, and effectively improve the performance of community marketing operations.

Actively expand the speed Huitong business

Months and months are the peak period for students to enroll or new students. Each bank can carry out marketing activities that enjoy remittance discounts with student ID cards or admission notices, attract student customer groups, and expand the education community market business; for people with high frequency of remittances in cities, For example, business community business people, migrant workers, etc., actively carry out community marketing activities to improve the effectiveness of marketing activities; for potential large remittances and national and cross-regional enterprises with different wage requirements, each bank can conduct public-private linkage One-on-one sales, and strive to guide the payment of wages and other bulk remittance services.

Effectively promote personal savings deposit business

The target community of monthly and monthly personal deposits should be identified as the commercial community such as the campus community and the wholesale market, and effectively grasp the seasonal characteristics of student tuition payment and frequent commercial exchanges, and vigorously absorb savings deposits. Seize the business opportunities of the stock market closed during the National Day, focus on marketing "personal notice deposits", seize the opportunity of new students to enter the school, focus on marketing "education savings deposits", marketing communications should pay attention to highlight the Bank's notice deposit assistants, education savings can only Innovative advantages of two deposits. During the National Day, all walks of life must make arrangements. During the event, each bank must arrange a special person to be on duty to properly handle customer complaints or meet the special needs of customers.

Effectively develop personal car loan business and various personal consumer credit businesses

During the event, all banks should strengthen the promotion and marketing of automobile consumer credit and the personal consumption credit business of the Bank in commercial communities such as automobile distribution market, home appliance wholesale market and housing decoration market. Strengthen the marketing efforts of high-end customers, promote the cooperation of group customers' car purchase services; at the same time strengthen communication and cooperation with PICC and auto dealers, increase the expansion of the Group's customer resources, and promote the steady growth of personal auto loan business.

During the event, all banks must speed up the efficiency of business acceptance and the speed of approval, and strive to provide customers with convenient and efficient services on the basis of standardized operations.

"Golden Autumn Marketing Products Happy Delivery" event.

Taking this event as an entry point, we will provide customers with a full range of VIP value-added services by establishing a customer return visit system, understanding the customer's holiday needs, and taking advantage of the service functions of the partner units. At the same time, we will seize the high-end customers during the “10·1” period. Or the favorable timing of the family's financial planning issues, to promote personal wealth management business to high-end customers, and further enhance the attractiveness of music management services. The main content is

. During the event, each bank will send a holiday card to the customer by letter or manual delivery method, and at the same time prepare a certain amount of gifts. The gift bags are produced and produced by the provincial branches, and the gifts are provided by each bank.

. The high-end cooperative institutions in the joint local catering and entertainment industries will provide discounts to customers who hold our bank cards during the event; the transportation departments such as the United Airport and the station will provide VIP services to our customers.

. During the National Day, customers have more outings, and each bank must ensure that the wealth management center, wealth management counters and customer windows are open for business. At the same time, business organizations such as business outlets and personal loan centers are organized to effectively implement customer green channel services and various preferential services for customers. Create a good holiday service environment; in addition, we must closely cooperate and strictly implement the “roaming service” standard to ensure that the head office customers can receive special services nationwide and fulfill the brand promise of Ledang.

Fourth, the activity target

Through this series of activities, the Bank's personal banking business strives to achieve the following goals in the month:

. Customers added more than the best level in history, and the customer structure was improved and the quality was further improved;

. The social awareness and usage rate of the card has been further improved. The amount of credit card consumption transactions in the month has increased significantly compared with the same period of last year and September this year, and the proportion of peers has increased on the basis of September;

. The speed advantage of Speedway is consolidated and improved, and the business continues to develop rapidly. The fee income has increased to the best level in the same period of history;

. Self-service equipment deposits and other agency business transactions increased by % over the month.

. Successfully completed various business indicators.


Chapter 3: Electronic Banking Marketing Plan

One. The background proposed by this program:

With the increasing use of e-commerce and the increasing popularity of people, the flow of funds, an important part of e-commerce, is becoming more and more important. Get attention. The security, reliability, timeliness and speed of online payment methods are directly related to the development of e-commerce and the pace of extensive application, becoming an important breakthrough in the development of e-commerce. At present, there are many mainstream online payment methods, mainly including Alipay, PayPal, Tenpay, online banking, and electronic money such as point cards, QQ coins and other payment methods. The diversification of payment methods provides users with more choices and more flexible payment methods, but it is also necessary to see that the current payment methods have not reached the most convenient, fastest and safest point, as a market that is gradually improving. We need new and new ways and means to adapt to this market development. It is in this background and thought that we put forward our own "ABC Electronic Banking Marketing Plan".

two. This program mainly addresses and solves the following problems: Development status and forecast of e-banking

Analyze the technical difficulties and development resistance that limit the development of electronic banking payment methods

ABC's target market positioning and market segmentation

Analysis of the Advantages and Disadvantages of the Development of ABC's Electronic Banking Business Market Competition

ABC's marketing strategy

three. The specific content of this program is as follows:

The development status and prospects of e-banking:

E-banking is the development focus and development direction of major commercial banks. With the improvement and perfection of e-commerce market, people will apply more and more online payment methods, and the goal is to be the safest, fastest and most Cheap, most efficient way. After comparing the current mainstream payment methods, we believe that online banking is currently the best way to achieve this goal. We believe that there are several reasons for this: First, the current use of computers by home users is becoming more and more popular. The era of computers is coming, just like the popularity of television. This will provide a strong potential customer base for the development of online banking.

Second, almost everyone now has various business or other contacts and relationships with banks. It is a habit of people to manage money through banks. It is the fastest way to shop online or other businesses involving economy and money. And the most efficient, there is no need to convert in other ways. This is an important internal factor for the popularity of online banking.

Third, due to the increasingly perfect and comprehensive national legislation and supervision and the fact that technology and increasingly mature security issues are being further eliminated, this is an important external environment for the development of online banking. Therefore, we predict that payment through online banking is an important trend in the future and it is very likely to become the most important means of payment. The prospects for online banking are very good.

Limiting the technical difficulties and development resistance of the development of personal online banking payment methods: At present, online banking is constantly being promoted, and the prospects are very good. But we still have to see the personal online

The technical difficulties and development resistance faced by the bank at this stage of development. We believe that the biggest technical problem of personal online banking is still the security issue. This is also the most important obstacle and problem that limits the development of e-commerce. How to improve security requires all efforts to improve together, including not only the government, Legislation, technology, people's security awareness, etc. are jointly improved and strengthened together.

ABC's target market positioning and market segmentation:

As mentioned above, the big situation and analysis of the entire personal online banking, now we focus on our focus - the Agricultural Bank of China's e-banking. After analyzing and summarizing the market positioning and market segmentation of the Agricultural Bank's e-banking, we have come to the following conclusion: We believe that the target market for the construction of ABC should be a young white-collar family, a family with a personal computer and a group of universities. It is necessary to firmly grasp these groups and strengthen promotion and promotion to these groups. The market segmentation is as follows: young white-collar workers and families with family computers are the main target customers, and the majority of college students are the main target customers.

Analysis of the advantages and disadvantages of ABC's e-banking business development market competition:

After preliminary research and analysis, we believe that ABC's e-banking has the following advantages and areas for improvement in the market competition.

The advantages are:

First, the service is comprehensive, and the business of ABC's online banking is comprehensive.

Second, ABC's e-banking is safe, fast and convenient

The areas that need improvement are:

1. The ABC’s electronic product promotion is not in place.

Marketing strategy of ABC e-banking:

After the above analysis, the marketing strategies of the following ABC e-bankings are summarized:

Clear the target market and accurately grasp the market positioning. Young white-collar workers and home computers

Users are the main target, with college students as the main potential target customers. Strengthen the promotion of these groups.

Nowadays, more and more young people are shopping online, and Taobao.com and other e-commerce websites have established cooperation.

You can use the policy of personal online banking to attract customers: such as reducing the cost of the transaction, discounting the points of online banking, points for prizes or cash. Make more people more and more aware of the convenience and convenience of online banking and use it more.

Intensify publicity and promotion at the business office: in the waiting area of ​​the lounge area of ​​the business office, the relevant online banking will be launched.

Promotional materials related to the introduction and specific steps to open, preferential policies and so on.

Strengthen cooperation with schools, accept and promote online banking to students: strengthen the economy of the school

Get more opportunities to get in touch with students. For example, signing a tuition system with the school, issuing various scholarships, grants, etc.

And hold various forms of promotion and publicity activities: such as the promotion of K Bao's promotional activities, there are gifts

Products, lottery, discounts, annual fees, lower transaction costs, etc.

Strengthen the promotion of the security of online banking and publicity activities to improve security. Making "Internet Banking Security"

The manual, the online banking security strategy and other text promotional materials and video and video promotional materials are placed and broadcasted in the business hall; the promotion of the special columns and the playback and downloading of video files are carried out online.

, online banking security strategy collection, online banking use the experience of essays and prizes competitions and other activities.

Strengthen cooperation with mainstream media to strengthen publicity, such as Internet, television, newspapers, magazines, radio and other media cooperation.


Chapter 4: Electronic Banking Marketing Plan

In order to thank the new and old customers who have been supporting the development of Zheshang Bank's e-banking business, Zheshang Bank successfully launched the “e-road with me” annual marketing activity last year. This year, it launched a new e-banking e-banking. Annual marketing activities.

“E-way goes along--Zheshang e Bank develops with you”



"E Road with"----Best Partner

Participants: Zheshang Bank e-banking business unit customers.

Evaluation criteria: In the single or comprehensive cooperation with Zheshang Bank's online banking, telephone banking, mobile banking, self-service equipment application, business card and joint card, and acquiring market, the business development is among the best and the comprehensive benefits are obvious. There are 20 people in the whole bank.

Contents of the award: Each award is 20% discount for the handling fee for the transfer business of Zheshang Bank in 2019.

"E Road with"----Best Participation Award

Participants: Zheshang Bank corporate online banking or POS equipment application unit customer operations staff.

Appraisal criteria: Zheshang Bank corporate online banking, unit financial POS, special merchant POS, Shangyintong operator business volume and benefit ranking, each take 10. There are 40 people in the whole bank.

Awards: Each reward is worth 600 yuan.

"E-way with"----Best personal customer

Participants: Zheshang Bank personal online banking customers.

Appraisal standard: According to the ranking of e-banking points of Zheshang Bank's personal online banking customers, they take 5 points from comprehensive points, transfer points, wealth management points and e-commerce points respectively. There are 20 people in the whole bank.

Awards: Each reward is worth 600 yuan.

For details of the event, please visit the Zheshang Bank website or call Zheshang Bank Telephone Banking and visit Zheshang Bank's various outlets.