Research Of Competitive Strategy For Internet Banking Business Of Joint-Stock Commercial Banks In China

Development of the information technology and network technology has brought great change to the financial industry. Internet Banking is the product of the financial infomationization in its advanced stage. With the advantages of low-cost and providing financial services without time and space constraints, Internet Banking has become the inevitable choice for the development of the banking industry. Internet Banking business in the domestic commercial banks has developed rapidly. Internet Banking has become one of the indispensable service channels to commercial banks, market competition gets more intense. How to establish and maintain competitive advantages in this area is a matter of concern to joint-stock commercial banks. This paper analyzed the macroeconomic, industrial and internal environment of the personal Internet Banking business in the joint-stock commercial banks, identify the external opportunities and threats, which personal Internet banking business in joint-stock commercial banks will face, insight into the internal strengths and weaknesses, then present competitive strategy. This paper has come to a conclusion that joint-stock commercial banks should adopt the differentiation strategy or focus strategy in order to get competitive advantages, analyzed the implementation measures of the differentiation strategy. At the same time, this paper introduced the Blue Ocean Strategy theory, and then raised the view that it is necessary to concern about opening up new markets to establish competitive advantage. Finally, by analyzing the critical success factor of personal Internet Banking in China Merchants Bank, this paper raised the related issues which should be noted in the development of the personal Internet Banking business. I hope that this paper can provide a reference for the development of personal Internet Banking business in the joint-stock commercial banks.