Marketing Strategies Suggestions for AGRICULTURAL Bank
Product innovation产品创新
1)Comprehensive financial products and service which regard the high-end customers as the object is the focus of the online bank product innovation全面的金融产品和服务，即作为对象的高端客户是网上银行产品创新的重点。American banking research experts point out that, through the online financial cross selling investment products, each customer’s lifetime value at least can increase more than $3000. 美国银行研究专家指出，通过网上金融交叉销售的投资产品，每一个客户的终身价值，至少可以增加3000元以上。Now the personal financial business of online banking although have been able to cover foreign exchange dealing, fund transactions, banking-securities transfer, gold trading, Treasury bonds and other financial products, while the product functions lack details, such as the funds cannot easily inquiry the net value, which is no market value analysis, so it is not conducive for customers to understand their holding funds’ specific benefits. In addition, the bank on the internet is the lack of insurance, loans, personal assets, liabilities, incomes and expenses analysis etc. For example AGRICULTURAL bank can develop online bookkeeping financial system, can let customers very easy to manage personal and family daily payments and the debt, clearly know the ins and outs of every money and provide strong financial budget and financial analysis report features, for themselves to order a week or a month family budget, and can at any time compare with the actual amount, in the overspending, the system can timely warn and help customers to keep track of the family financial situation. AGRICULTURAL bank also can develop customers specifically used for a big spending statistical analysis. for many families, for example, now in decorating new home their very headache is budget control, often because of the spending records is not clear and final budget overruns, using the system customers can clearly and easily control decoration in spending.
2)Product innovation should pay attention to the innovation of the process. 产品创新要注意创新的过程。
From the current business processing flow, AGRICULTURAL bank in product design and development too much consider risk prevention and ignore the bank service convenience, the business of the online bank has so many formalities and operating links, complex degree is high. Along with the traditional banking competition intensifies, the customers in the business site can get very considerate service, if they are discontented when using the internet bank in any link, it is easy to give up, and continue to use counter service or choose other online bank business. For example, at present the customers in the use of the bank on the internet to buy fund, there is error information, and error information often back to customers with some code, many clients because are not clear reason and give up using.
3)to establish sales agent platform建立销售代理平台
Acting sales platform is for some specific subjects providing e-commerce platform service, for those that don’t have their web site, but want to run the electronic commerce business, although have the ability to develop and maintain their own business sites, but hope to rely on online bank’s advantage of rich resources to expand the business scope. 代理销售平台是为一些特定的主题提供电子商务平台服务，为那些没有自己的网站，但想要运行电子商务业务，和虽然有能力开发和维护自己的企业网站，但希望依靠网上银行丰富的资源优势来扩大业务范围提供电子商务平台服务。This can provide convenience for all kinds of merchants. This platform has the simple and convenient operation, and greatly reduce the cost of enterprises’ development and maintenance, has a broad market prospect, and make the enterprise customers, inpidual clients and Banks to establish more close business contact, greatly enrich the bank website service varieties, to promote the internet bank’s further development will play a positive role in promoting(Iain, 2007).
Price strategy价格策略
The bank on the internet pricing should make full use of comprehensive pricing strategies, namely the bundling selling products combine product mix pricing strategy. 网上银行的定价应充分利用全面的定价策略，即捆绑销售产品与产品组合定价策略相结合。Product mix pricing strategy means AGRICULTURAL bank comprehensively considers the series of products or services, formulate the overall goal price, does not pay attention to the single-handed cost and price for inpidual product or service, even some of the prices of the product can be lower than the cost, and through the low cost but high returns products or service income compensate for their losses, so as to realize the overall profits combination of products. For example, AGRICULTURAL bank should bind to sell online bank and financial card, fund card, credit card, the bank on the internet can determine the lower prices.
Online distribution strategy网上发行策略
The main contents of network marketing is to cooperate with the web site, and Internet service providers, partners, suppliers, vendors to establish relations, 网络营销的主要内容是与网站合作，并且和互联网服务供应商、合作伙伴、供应商、销售商建立关系。 Through the Internet means of AGRICULTURAL bank can better achieve the network marketing functions, and provide support for the increase product sales, enhance the brand value, improve the overall competitiveness of internet bank.
In network marketing system, marketing information and its transfer have mainly four aspects of features: 在网络营销体系、营销信息和技术转让方面的功能主要有四个方面： l) network marketing information transfer is of high efficiency; 2) network marketing information transfer mode is of persification; 3) network marketing information transmission channel is of persification; 4) network marketing information transmission is a two-way street. In practical operation, AGRICULTURAL bank can sign with major e-commerce sites, for common development marketing promotion, and online payment, use interesting image design, encouraging slogan, offer a prize knowledge contest and other entertainment project to highlight the convenience of the bank on the net and technology advantages; Rely on web sites to collect customer feedback information(Iain, 2007); Can also through customer service representatives to provide seven days a week, 24 hours a day online customer support, in order to make customers to feel it is not unsubstantial. Through the Internet, the customer service representatives for more customers can provide better tailored services. But along with interactive video and other new technology extensive use, the relationship between customer service representative and the customers will be further strengthened.
Internet services merchants are also a very good distribution channel, 互联网服务商家也是一个很好的分销渠道。
They not only have the channel, and customer resources. For example AGRICULTURAL bank should cooperate with telecommunications Internet service providers, when their client managers install broadband for users in the same time can sell the bank on the internet, AGRICULTURAL Bank can provide incentives pay for these customer managers.
And insurance companies and partners in the joint marketing, after insurance company sales representative finishing sales, lead customers to pay insurance cost through the bank on the internet, etc.
Promotion strategy宣传策略
The internet bank sales promotion refers to that the financial institutions use the proper way to propaganda, report and demonstrate their own online banking products and services to clients, so that to attract their attention and inspire their desire to buy and promote their purchase behavior. 网上银行促销是指金融机构使用正确的方式来向客户宣传、报告和证明自己的网上银行产品和服务，以此来吸引他们的注意力，激发他们的购买欲望，促进他们的购买行为。Promotion is one kinds of the marketing activities.
On the whole, the internet bank sales promotion mode can be pided into personnel promotion and the non-personnel promotion. 整体而言，网上银行的促销模式可分为人员促销和非人员促销。Staff promotion refers to the marketing personnel and customers face-to-face contact, telephone contact, etc to promote online bank trades activities (Iain, 2007). The non-staff is through advertising, public relations, business promotion, and other ways to promote the bank on the internet trades activities. Advertising can be pided into media advertising and Internet advertising; Public relations refer to through the various ways to juggle the relationship between the bank and the public, set up a good image for marketing online bank and win favorable external environment; Business promotion is through a series of preferential, consultation and supporting services to attract customers attention and make use of a series of activities on the bank on the internet.