我国商业网络银行的营销环境及策略研究

国内网络银行自1997年诞生以来发展迅速,作为银行业今后发展的一个主要方向,网络银行业务越来越受到国内商业银行的重视。本文从网络银行产生的背景入手,运用PEST分析法和结构化分析模型（五要素分析法）,对国内网络银行市场状况和竞争环境进行分析,指出国内网络银行发展中存在的一些问题和不足。然后根据网络经济、市场营销的有关理论,根据4P策略提出国内网络银行有关发展对策,以提升国内网络银行竞争力和促进国内网络银行发展。

Research on the marketing environment and strategies of domestic commercial network bank

Network bank of China has developed rapidly since it was born in 1997.As the trend of future bank, more and more commercial bank attach their greater importance to the operation of network bank in our country.Starting from birth background,The article will analyze marketing and competition standing of domestic network bank with the tool of PEST method and structural model.Showing the problems and weakness in marketing,the 4P strategies will be put forward to enhance the competitive edge and accelerate the d...