| Electronic banking (E-banking) includes online banking, mobile banking, telephone banking, SMS banking, etc., covering traditional banking businesses as well as innovative new banking businesses such as fee payments, financing and precious metal trading. E-banking is a brand-new banking idea and service mode with the advantages of being open and real-time. It significantly increases the interaction between the clients and the banks, and forms a client centered comprehensive financial service environment. Because of its stability and efficiency, the E-banking business is capable of rapidly seize the market. At the meantime, E-banking can also provide customized financial products, which is helpful in increasing client loyalty, reducing service cost, promoting innovative banking and increasing competitiveness of the bank. Today, E-banking is further changing the service mode, management model and competition pattern of the banking industry. It has become the core driving power for commercial banks to win the market competition, and is also the only way for the development of Chinese commercial banks.This paper conducted detailed research on E-banking business for Ningxia branch of Chinese Bank A, elaborated on the research background, scope, objective, importance and future development of the E-banking business for the branch. PEST analysis method and Potter’s five forces analysis method are applied to objectively analyze the internal environment, current marketing status, and existing problems in the development of E-banking in this branch. Realistic development strategies are proposed for existing problems of E-banking development in Ningxia branch of Chinese Bank A from different perspectives, including product innovation, channel construction, marketing strategy, management assessment, etc. The objective is to increase the competitive advantage and prompt quick and qualified development of E-banking business in Ningxia branch of Chinese Bank A. |
