西安石油大学学报（社会科学版）2016，Vol.25Issue(6)：52-56,5.
我国网络银行营销中的问题及其策略研究
On the Problem and the Countermeasures of Internet Bank Marketing Strategy
摘要
Abstract
Based on the combined theory of consumer behavior and marketing,the paper discusses the problems existing in Chinese internet bank marketing according to the status of our internet bank development. The results demonstrate that there are problems in the marketing of our internet bank,such as the homogeniza-tion of products,price positioning beyond the expectation of consumers,the single way of marketing and popu-larizing.Finally,the marketing strategy of our internet bank are put forward from four aspects like product inno-vation,price discount,marketing way and various channels,thus expecting the healthy development of our in-ternet bank.关键词
网络银行/营销策略/商业银行/认证制度Key words
online banking/marketing strategy/commercial bank/certification system分类
管理科学引用本文复制引用
裴旭东,尤娜..我国网络银行营销中的问题及其策略研究[J].西安石油大学学报（社会科学版）,2016,25(6):52-56,5.基金项目
国家社会科学基金项目（16BGL042）；西安市社会科学规划基金攻关项目（16J30）；陕西省软科学研究计划面上项目（2015KRM044）。 （）
