Research On The Market Expansion And Countermeasures Of Electronic Banking Business Of Rural Commercial Banks In YC Rural Commercial Bank As An Example

With the rapid development of information technology and the Internet economy,a large number of traditional entities conform to the new trend of the development of e-commerce and seek new market opportunities.As a booster for supporting economic development,the national commercial banks,represented by the eastern coastal developed areas,seize the opportunity of the wave of the network economy and take the lead in the development of the domestic e-banking business.The rural commercial bank as the vanguard of China's rural financial position,also have to adapt to the development trend of the times,actively looking for a breakthrough in business development,vigorously develop the electronic banking business,expand the service channel,product innovation and improve the business model.The degree of development of e-banking products will become a strategic product of competing for high-quality customers and changing the competition pattern of banks in the future.E-banking will also become an important reflection of the core competitiveness of commercial banks.Therefore,to carry out the research of electronic banking business and grasp the direction of the development of electronic bank accurately,can we win the first opportunity and grasp the initiative in the market competition.In China's vast rural areas,due to cultural accomplishment,economic environment,management system and operation mechanism,the development of e-banking is still in its infancy.Electronic banking products high degree of homogeneity,low replacement rate counter transactions,lack of market competitiveness,the problem has not formed brand effect in rural areas are common problems in the development of electronic banking business.We should give full play to the advantages of the electronic banking business and the geographical characteristics of the rural commercial banks,formulate the development strategy of e-banking,enhance the core competitiveness,reduce the business gap between the commercial banks and the developed areas,and achieve the new leap in the development of the e-banking business of the rural commercial banks.In this thesis the electronic banking business related basic theory knowledge as the basis,to YC rural commercial bank electronic banking as the research object to understand the current situation of companies development of YC rural commercial bank and electronic bank conducted a comprehensive and in-depth analysis,pointed out the main problems existing in the electronic banking business,analyses the reason of the problem.Secondly,according to the combination of YC agricultural firms "rooted in agriculture,local service" business philosophy,for the electronic bank target customers and business development orientation,and as the starting point proposed the rural commercial bank electronic banking business market expansion of Yangling products,channels,price,marketing and service "seven strategies".Finally,with the help of adequate data and the author of many years of financial experience,listed commercial banks electronic banking business market development strategy of Yangling needs to establish and perfect the "six security" measures for the commercial banks operating in transition,market development has laid the foundation,but also provides a reference for commercial banks to achieve the characteristics of the development of characteristic agriculture the agricultural area.