Strategic Research On The Development Of Electronic Banking Of Qilihe Sub-branch Of Lanzhou Rural Commercial Bank

With the popularization of Internet technology,more and more people in China begin to contact with Internet products.With the in-depth use,people's requirements for products are constantly improved.Traditional banking business has been far from meeting people's needs.If traditional Banks want to maintain the existing market share,they must develop electronic banking business and build their core competitiveness.Based on the long tail theory,information asymmetry theory and financial innovation theory,this paper analyzes the macro environment of Qilihe sub-branch of Lanzhou rural commercial bank with PEST analysis method,and summarizes the political,economic,social and technical environment that Qilihe sub-branch should pay attention to in the development process.Through the analysis of Qilihe sub-branch's internal human resources,work flow,technical innovation and so on,some problems in the daily management of Qilihe branch are analyzed.This paper analyzes the external opportunities and threats,as well as the internal advantages and disadvantages of Qilihe sub-branch in the development of electronic banking with SWOT analysis method.According to the analysis content,the strategy is preliminarily formulated,and the problems needing attention in the process of strategy implementation are put forward.The basic conclusions of this paper are as follows.(1)When developing electronic banking,Qilihe sub-branch of Lanzhou rural Commercial Bank should make good use of geographical advantages and popularity advantages to fully tap the deep value of old customers.Strengthen data base,increase research and development investment,develop new financial products,carry out diversified operation,and attract new customers.At the same time,we should be good at seizing the opportunities of national policies to improve support for agriculture,rural areas and farmers.Follow the new land reform policy,putforward new loan policy;Actively explore the development path of electronic banking to meet the new needs of customers.(2)In the development of electronic banking products,Qilihe sub-branch of Lanzhou rural commercial bank has serious competition and product homogenization.Lanzhou rural commercial bank cannot compete with its own weak technical strength.Instead,it should actively seek for cooperation,explore win-win methods,or implement differentiated product strategies in order to obtain the maximum benefits.(3)When implementing the development strategy of electronic banking,Qilihe sub-branch of Lanzhou rural commercial bank should pay attention to the transformation of marketing service from "extensive" to "precise",research and development from "high-level" to "landing",and projects from "independent" to "collaboration" to ensure the landing of the strategy.