Research On Business Strategy Of Internet Banking In China

Since Security First Network Banking (SFNB) came out in U.S. in 1995, Internet banking has been developing rapidly all over the world. As the most perfect result that New Economy combined with traditional financial industry, Internet banking comes across the restrictions of time and space, and realizes to provide "3A" (Anywhen, Anywhere, and Anyhow) services to customers, thus is becoming an important strategic choice that the banks all over the world develop. Now China has entered the WTO. As one of industries open to outside first after entering the WTO, the finance industry will have to comply with uniformed "game rules" and compete with foreign capital banks whose sizes is much larger than the banks of China. Having entering the Chinese market, foreign capital banks will usually keep away from the enemy's main force and strike where the enemy is the weakest, and launch all-round competitions with the banks of China by means of Internet banking. During the tides of Inernet Economy and integrated finance of world, the banks of China face the competion launched by foreign capital banks in the near future. Therefore It's extremely urgent for the banks of China to make out the competition strategy of Internet banking prudently.In the process of constructing Internet banking, the development of Internet bankings in western countries can offer a lot of valuable experiences and lessons to us. Howerer, the business environment of the banks of China is quite different from the western countries's. So It's an important subject for the banks of China to ponder over the strategy of Internet banking. Therefore, based on a large amount of relevant strategic management documents, some analytical methods, such as PEST, five competitive forces and value chain, were used to carry on all-round and systematic analysis to the environment of Internet banking of our country, and then the opportunities, threats, advantages, and weaknesses owned by the internet banking of our country at present were summed up in the thesis. With the aid of strategy analyse and appraise tools, such as SWOT, Boston matrix, and industry life period, strategic goals and corresponding strategic policy of Internetbanking of our country have been made out. At last, by the questionnaire investigation to the banks in Shanghai, the situations of strategic policy in the Internet banking of our country had been discussed, which provide a good help toexamine closely the Internet banking for the personnels who work in the banks or do theory researches.Accordig to the existing documents, domestic scholars generally concentrate on tracing and theory frame study, while western scholars lay particular emphasis on the empirical research by means of case study and questionnaire investigation in respect of the research on strategic management theory of the enterprise. Using the two kinds of research approaches, the thesis carried on deep empirical analysis to the development of Internet banking on the base of analysis in theory, which embodied pioneering to some extent on the research approach. In addition, with the development of IT at a high speed, the strategic management and financial theories have received impact to some large extent. Rethinking and research on strategic management and financial theory has become a new trend in the field of academic study nowdays. Titled by "the strategy of Internet banking of our country", the thesis combined strategic management theory with financial practice, and probed the application of strategic management theory in the field of finance, which had certain innovative meanings.