本文以网上银行的营销理论为指导,希望网上银行可以在借助先进信息技术的同时,以客户为中心,并以可盈利的网上金融产品和服务来满足目标客户的需求,最终实现网上银行的经营目标。本文在对网上银行进行经营环境分析的基础上,运用SWOT分析方法,为网上银行进行市场定位,确定其营销战略。 This paper, based on the marketing theory of online banking, hopes that online banking can take the advantage of advanced information technology and customer-centric at the same time to meet the needs of target customers with profitable online financial products and services, and finally realize the operation of online banking aims. Based on the analysis of the operating environment of online banking, this paper uses SWOT analysis method to locate the online banking market and determine its marketing strategy.