| The Electronic Banking takes one kind of brand-new bank idea and the service mode,had already had the extremely important influence to banking industry's development,and the further change banking industry's service mode,the management pattern and the competition pattern,cause traditional the banking industry to have a revolutionary huge transformation.The Electronic Banking take its characteristics and so on openness,timeliness,interactive,may have custom-made comprehensive,highly effective,stable managing finances and the cash management service as the customer quantity body and in the maintenance customer,enhances the customer dependence aspect to play the very vital role.The ICBC takes the home biggest state-owned Commercial bank,the Electronic Banking service has obtained made great strides.After the being WTO entry,is the same with the domestic other Commercial bank,faced with from international advanced bank steep competition,the development of Electronic Banking service already became the ICBC to deal with the challenge vigorously,the making core competitiveness important measure.This article first introduced the Electronic Banking concept,the classification and the characteristic.Thought that the Electronic Banking is refers to the bank to establish the stand on the Internet.Provides financial services and so on information inquiry,to account,on-line payment,fund account transfer,credit,investment managing finances through the Internet to the customer,it including Telephone Banking,Handset Banking,e-Banking and ATM.Compares with the tradition mechanics of banking,the Electronic Banking service has the entirely different characteristic and the risk management request.The Commercial bank must develop the Electronic Banking industry vigorously and formulate and implementate to suit own strategy.According to strategy fundamental researches and so on Porter, Venkatroman,Ansoff,Glueck,introduces the total cost leading strategy,the variation strategy,the goal agglomeration strategy,the market penetration strategy,the product development strategy,the market development strategy,the multiplex strategy and so on elementary theory.Through four stage reviews of Electronic Banking development and analysising of Electronic Banking present situation develops in domestic and foreign,summarizes it the important meaning which manages to the Commercial bank.The bank computerization experienced the manual operation to transform as computer processing,the Self-help bank serves,the finance information service and e-banking serves four development phases.Through to the overseas Electronic Banking development condition analysis,obtains the enlightenment:The majority Commercial banks develop the Electronic Banking strategic target are not to strengthen the direct competition,but to maintain the market share,enhances the existing customer the loyalty,the strategy development targets is clear;In the Electronic Banking product's design,fully manifests take the customer as the center,considered that the customer the personalized demand,provides the personalized service for the customer;Pays great attention the brand making and the maintenance.Based on this,further carries on the analysis after the domestic Electronic Banking trade development condition sees.Each kind of Electronic Banking service type is unceasingly rich,particularly along with Internet's popularization,electronic commerce and the network finance's rapidly expand,e-banking's becomes the Electronic Banking development the main direction.Through the domestic and foreign Electronic Banking development condition analysis,summarizes three aspect important meanings which manages to the Commercial bank:IT has expanded the bank marketing service channel enormously and will be the future bank core competitiveness and has provided the brand-new management idea for the Commercial bank.The Electronic Banking service of ICBC start in the late-1990s,has experienced the newly established start stage and the fast growth stage,it's transaction scale swift growth and service type increases unceasingly.In 2008,the market share of the year volume wishes luck on moving to a new home head of the domestic various Commercial bank.The service pen number which handles through the Electronic Banking channel already accounted for above complete service 43%,e-banking year volume of trade approximately composes the domestic market share 83%,the customer scale wishes luck on moving to a new head of the domestic various on-line bank.It Has formed the collection administration of the fund,the charge payment, electronic commerce and the marketing service function a body's comprehensive financial service platform.The Telephone banking business volume maintains the fast growth throughout,but the handset bank's development time is relatively short. Further proposed in the Commerce bank Electronic Banking trade development exists three aspect questions.The first,lacks the long-term strategic plan.The second,the organizational structure does not adapt the Electronic Banking development request. The last,the product innovation insufficiency,the marketing idea waits for enhancing.This article thought that the enterprise strategy is according to enterprise's direction of management and the goal,among them the union the external condition and the environment,makes the resource distribution the decision-making,and proposed that serves the purpose the way and the method.The Commercial bank before carrying on the Electronic Banking strategy localization,the formulation strategic target and the implementation strategic measure,must first to the environment which own locates have the clear understanding and the understanding. According to Porter the strategic theory,from the macroscopic environment,the profession environment and the internal and external environment three aspects carries on the overall analysis to the ICBC Electronic Banking trade development's strategic environment,by this achievement formulation effective developmental strategy basis with foundation.Through to analysis indicated that our country has had the development Electronic Banking service basic condition,develops it to be urgent vigorously.At present,the Electronic Banking of ICBC's major competitor is the Foreign bank,but it competition's key lies to customer resources contention and should key use the enterprising strategy.In has been clear about the developmental strategy formulation principle,after analyzing and has grasped the developmental strategy each kind of internal and external environmental factor,this article from the management science angle to the ICBC Electronic Banking developmental strategy carries on the analysis and the localization,proposes the strategic conception.Through uses the Boston matrix and the life cycle-competition status matrix analysis method knew that our country Electronic Banking service is also at the investment stage at present,and is making great strides forward to the growth stage,therefore the ICBC should increase the investment and adopts strategy which develops vigorously and take the competitive advantage as a starting point,formulates the corresponding developmental strategy.Strategically may adopt the establishment strategic alliance in the exterior development and the variation strategy in the internal development and the goal in the competition to gather the strategy.This article is for the purpose of through the above strategic conception implementation,attempts to the Electronic Banking service of ICBC to propose that suggestion which has the value and may operate, promotes the Electronic Banking service development,causes this maintains the leading position throughout in the trade or craft competition. |
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