Study Of Electronic Bank Business Marketing Strategy Of Liaoning Branch Of Industrial And Commercial Bank Of China

As the Internet Era evolves continuously and the process of informationizationconstantly accelerates across modern society, electronic banking has been the focalpoint in the corporate strategy of modern commercial banking industry. Significantamount of working capital are being steered towards electronic banking by leadingcommercial banks.ICBC stands out from its peers as all branches of ICBC on the province level arepushed to develop their own electronic banking strategies based upon their regionaldifferences. Compare to other provincial branches, ICBC branch of Liaoning provincehas room to improve in term of business channels streamlining and in depth marketingstrategy developments.This thesis tries to analyze the distinctive social background where LiaoningBranch is located, and those long standing barriers within its electronic bankingstrategies.After attentive market research and analysis, this thesis tries to modify the existingelectronic banking strategies of ICBC branch of Liaoning province.I expect thosemodifications based upon my market research could enhance the leading position ofICBC in the banking industry, both nationally and within Liaoning province. Meanwhile,I would like to express my appreciation to Professor He Yuting, who has been guidingme through my quest in the process of field research, analysis and strategy formulation.This thesis consists of six chapters.Chapter one describes background, objectivesand methodologies of this thesis. Pillars which support my arguments could be found inmodern market economic theories. One of them is economic management. The otherone is marketing management. The last one is finance related theories andmethodologies.Chapter two develops a market oriented electronic banking model whichcould be applied by ICBC to enlarge its corporate value. Strategic market positioning isapplied, while advantages and disadvantages of electronic banking are analyzed;together with a set of of case studies, I tried to discuss variable marketingstrategies.Chapter three discusses background and current social status of electronic banking industry. Within this chapter, macro and micro economic theories are used toevaluate current market environment. I also applied SWOT analysis to demonstrate theexclusive advantages and disadvantages of ICBC electronic banking system.Chapterfour tries to diagnose those existing market and administrative barriers that have beenstanding before ICBC Liaoning Branch. Those barriers include improper marketsegmentation of electronic banking products and associated end users; inconvenientapplications of those electronic banking products; and cumbersome banking regulationspublished by banking regulation commission authorities.I believe impropersegmentation of electronic banking products and associated end users are the leadingfactors which have been limiting the trading volume and marketing efficiency of ICBCelectronic banking system.Chapter five provides a series of strategic modifications toenhance the competitive advantages of ICBC Liaoning Branch. Those modificationmethods are supported by4C and4V marketing principles, in order to push thecompetitive advantages of ICBC electronic banking to a stronger level.Chapter six provides possible means and tools to back up renovated electronicbanking system; both in term of system securitization management and forwardmarketing strategies; so that furtherdevelopment objectives and marketing strategiescould be deployed in the foreseeable future.