China Everbright Bank Electronic Bank Core Competitiveness Promotion Countermeasures

The21st century is the era of the Internet economy. The continuous development ofnetwork technology results in the network finance. As the core of the network of finance, eithernow or in the future, electronic banking will lead the entire financial sector to develop.Especially in recent years, the development of electronic banking business momentum is strong,no matter the number of customers or the replacement rate keeps rising. The rapid developmentof the Internet offers great opportunities, while it also makes the development mode of the majorcommercial banks tend to be identical, and the era of network’s publicity is conflict with bankingbusiness’s high security and high confidentiality. So the key problem that all commercial banksneed to solve is: how to occupy the market in the era of rapid development of network, how tobalance the development between electronic banking business’s high efficiency and high safetyand how to build core competitiveness of the electronic banking business. As a small andmedium-sized commercial bank, at first beginning, Everbright Bank electronic banking foreseesthe unlimited future and rapid development of electronic banking in recent years. But the flawsand shortcomings of a small and medium-sized bank restrict its further development andexpansion in electronic banking. In order to occupy the market quickly and stably, to have itscore competitiveness, Everbright Bank has to shape its own distinguishing features and lead adifferential path,accurately forecasts and grasp of market dynamics, to recognize its ownshortcomings and advantages from each other.In the research, it integrates theory with practice, by scientific investigation method anddocumentation researching skill, based on the core competitiveness theory and competitivestrategy. Firstly it introduces the background, purport and significance of the electronic bankingresearch, and summarizes the research status at home and abroad, and it also illustrates the maincontent, ideas and research methods. Then explain the main theory used in this article-the corecompetitiveness theory and competitive strategy theory, pointing out that the two key theoreticalin guiding the development of Everbright Bank electronic banking. Followed by analysis ofdevelopment of electronic banking background and development status, and find out whichbusinesses are lagging behind the stage by comparison and analyze the main problems in theEverbright Bank electronic banking development process and the reasons why these problemshappened. Next is analysis of the development status of electronic banking, the Everbright Bankelectronic banking external competitive environment, political environment, economicenvironment, cultural environment and social environment. The analysis shows that the current environment is conducive to the development of electronic banking. And then this article beganto analyze the core competitiveness of China Everbright Bank electronic banking, starting fromthe analysis of its main business, and then expand to internal activities analysis of electronicbanking. Lastly it draws to a conclusion that the core competitiveness of Everbright Bankelectronic banking is the outstanding customer experience and the best innovation ability. Thecore competencies analysis suggests us optimizing the value chain and taking the appropriatemeasures to correct the defects and shortcomings. There are eight measures to strengthencompetitive advantages and core competiveness, which include increasing resource investmentfor electronic banking oriented, deep opening up and widely developing the coordinatedcapability, shaping the lasting brand effect, forming the innovation-driven pattern, excavating thelatent need continuously, optimizing the online banking service, intensifying the mobile bankingconstruction, widening the experience channels for customers, perfecting the major IT systemplatform and strengthening risk prevention. Besides, analyzing the Everbright bank electronicbanking insufficient-the defect of the marketing ability, proposing improvement methods, whichare preaching work, promoting mobile phone client, using telephone banking, paying moreattention to the Weibo, micro film, etc.The innovation is to raise the way to enhance the core competitiveness for Everbright Bankelectronic banking. Everbright Bank electronic banking development should strengthencompetitive advantages and improve the weak. The specific measures include tilting resources,digging synergies, continuing to tap the potential demand, optimizing the online bankingservices and mobile banking building to broaden the channels for customer experience,improving IT systems development platform to strengthen risk prevention, encourage mobileclient to use telephone banking, pay attention to the new promotional channels.There still are many problem and unforeseen difficulties that Everbright Bank need to solve.In order to stabilize and increase market share, Everbright Bank electronic banking need tolocate and develop its business according to its core competitiveness. The conclusions of theresearch will be verified and proved in the business practices, which will lead to the next stepstudy and finally to find the best way for the Everbright Bank electronic banking development.