Research On The Competitive Strategy Of H Bank Internet Banking Business

With the rapid development of information technology trends and the quick accelerate of social and economic trends, more and more bank use Technology Innovation-network technology, make banking and e-commerce to achieve perfect combine. online banking has become the focus of competition in the domestic commercial banks one.In decades,domestic banks online banking in China have offered to settle the online banking service ways from the previous single, simplistic to the diversified and complicated. After decades of development, online banking has covered all types of large and small banks, and widely accepted by consumers. Internet banking is an important method to commercial bank to expand the space, reduce operating costs, diversion counter pressure, enhance core competitiveness, also an important means of improving the quality of service and service efficiency, for which the banks online banking competition is very fierce.First this paper introduces the concept of online banking, the features of online banking online banking’s business model; secondly this paper research the development direction of domestic and foreign research online banking, trends, analysis of the opportunities and challenges of H Bank’s online banking in the macro environment; Then use the SWOT analysis, the PEST analysis, combined with customer surveys to identify H Bank online banking’s advantages and disadvantages; integrate commonly used product prices strategy in marketing, customer segmentation strategy and brand strategy,to find the best online banking H marketing methods.This paper theoretical analysis many H Bank online banking’s defects like: Uneven development、lack of brand、similar products、The use of a narrow range、Marketing fatigue、customers relationships managements and security questions of online banking. Proposed H Bank has to invested heavily in advertising, establish an "E-BANK image, identify the market position. In customer relationship management, H Bank has to pay attention to identify customer groups, customer differentiation analysis, enhance customer personalized service, takes the implementation of differentiation strategy.This paper has combined empirical analysis and theoretical analysis method, collect H Bank and other bank’s relevant data, with the help of survey which come from customers contact in author daily work, proposed H Bank online banking competition and marketing needs pay attention on some strategies. Also wish these recommendations can help other bank.