Along with the rapid development of Internet banking services, some problems are occurred in the online banking marketing strategies. This paper uses the 4P theory to analyze the problem of online banking, and mainly describes the development status of Internet banking, and marketing situation. it also summarizes the problems in the marketing strategy, which includes product shortages, insufficient promotion, simple marketing channel and single pricing. In order to address the above problems, this paper develops countermeasures to optimize 4P theory, and then makes the market strategy more responsive to online marketing environment. Finally, all these measures are set to improve the competitiveness of our banks.
