所谓网络营销,即以互联网为主要手段开展的营销活动。网络营销具有没有时空限制、成本低、多媒体性、交互性等特点。而网上银行的便捷性、功能性正是网民使用网上银行的主要原因,其中又以便捷性为首要驱动因素。便捷性体现在“方便快捷”、“使用简单”等,而功能性则体现在“工作或日常生活需求”、“功能丰富”等因素。 The so-called network marketing, that is, the Internet as the main means of marketing activities. Internet marketing has no time and space constraints, low cost, multimedia, interactive and so on. The convenience and functionality of online banking are the main reasons why netizens use online banking. Among them, convenience is the primary driver. Convenience is embodied in “convenience and quickness”, “simple use”, etc., while functionality is reflected in factors such as “work or daily life requirements”, “rich functions” and so on.