Research On The Innovation And Development Of ICBC A-City Branch's E-banking Service

With the development of the business requirements in the banking industry and the extensive application of Internet technology in the financial field,the financial industry has undergone tremendous changes,and the international competition in the financial field is increasing day by day.As a brand new service mode,relying on the low cost and the convenience,the electronic bank has been paid more and more attention by the commercial banks.To some extent it affects the future development direction of the banking industry and further affects the competition pattern and operation mode of the banking industry.In this context,the traditional business model and service mode of commercial banks urgently need transformation and development,and electronic banking functions,services,etc.also need to constantly innovate.Industrial and Commercial Bank of China(ICBC)is one of the earliest commercial banks to develop E-banking service and after nearly two decades of rapid development its E-banking service has become an important innovation source and an economic growth point.The paper studies on ICBC A-City Branch's E-banking service not only to find new directions and opportunities for A-City Branch's future development of E-banking service but also to promote the development of the entire ICBC's E-banking service.The paper firstly introduces the basic concepts of E-banking service and the roles of E-banking service played in the transformation of traditional banks,elaborates the current situation and characteristics of E-banking service at home and abroad and points out the available experience for the future innovation and development of ICBC A-City Branch's E-banking service.Secondly,the paper summarizes the basic situation of ICBC A-City Branch's E-banking service and discusses the current development environment and the necessity of innovation and development of ICBC's E-banking service through SWOT and PEST analysis.It makes an objective analysis based on the data of ICBC A-City Branch's E-banking service and the demand of customers by using questionnaire research method,and summarizes the problems in the development of E-banking service.At last,the paper,on the basis of the present situation and the problem analysis,puts forward an innovative concept of“strengthening the foundation,promoting the transformation,respecting innovation”and a development objective of “improving quantity,quality and range” to develop ICBC A-City Branch's E-banking service.At the same time,at three levels of product,marketing and customer service,this paper puts forward the concrete innovation development direction and key innovation elements from the aspects of branch characteristic product innovation,hierarchical precision marketing and so on.Furthermore,the paper gives the safeguard measures from four aspects: risk management,professionals team building,internal control system and performanceappraisal mechanism.This study has certain reference value and guiding value to the development of ICBC A-City Branch's E-banking service.