网络银行的市场营销策略探讨

中文摘要
伴随互联网的出现，一种建立在网络之上的银行出现在人们的视野之中――网络银行。网络银行的出现对传统银行带来了巨大的冲击，经过十几年的发展，网络银行已经为人们所接受，人们越来越喜欢选择网络银行。网络银行倡导现代营销理念，以客户为中心，为客户提供更加便利、个性化的服务，极大地满足了客户的需求。本文将通过对照传统银行与网络银行的市场营销策略，分析了网络银行与传统银行的区别、网络银行营销的特点，以及现阶段网络银行所实施的营销策略。

关键词：网络银行，品牌，市场营销，策略
ABSTRACT
With the emergence of the Internet, a bank which was built on the network appears in people's vision - Network Bank. The network bank's appearance brings  huge impact on the traditional bank. After decades of years' development, now the network bank has been well accepted, more and more people perfer network bank. Network Bank advocates modern marketing concept -"customer-centered", which provides customers with more convenient and personalized service,thus it greatly satisfies the customers' needs. Comparing the traditional bank's marketing strategy with the network's , this article will analyze the difference between the network bank and the traditional bank, the characteristics and the present marketing strategy of the network bank.

Key Words: Network Bank, brand, marketing, strategy

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