The Study Of Competitiveness For China Merchants Bank Internet Banking

With the rapid development of internet technology and the increasingly competitive market, the internal and external environment of Chinese banking sector has undergone tremendous change. The emergence of Internet Banking exacerbated intense competition in the banking sector. As Internet Banking has provided a huge market and new competition rules for banking sector, the different types of banks will be in the same network platform to fairly compete.China Merchants Bank Internet Banking was established in February 1997.It is one of the earliest Internet Banking in our country. At present, more and more banks in our country have gradually speeded up to develop their Internet Banking. Under the fierce market competition, what are the advantages and problems in the market competition for China Merchants Bank Internet Banking? It will be the important task for the bank to maximize its favorable factors and minimize unfavorable ones in the competition.This paper tries to quote enterprise competitiveness and use comparative method to analyze China Merchants Bank Internet Banking external opportunities and challenges, as well the internal strengths and weaknesses. On the basis of this, the practical suggestion to improve China Merchants Bank Internet Banking competitiveness has been put forward.This paper was divided into four parts:Part one: Firstly, introduces the theory of enterprise competitiveness used here, then discusses the inherent meaning of enterprise competitiveness, and makes a conclusion with three components for it: environmental elements, resource elements, and capacity elements. Secondly, outlines the definition of Internet Banking and its operating characteristics. Finally, the form of elements of Internet Banking competitiveness will be discussed.Part two: In order to analyze the macroeconomic environment and competitive situation faced by China Merchants Bank Internet Banking, we will use PEST method and Porter's five competitive forces model. It appears, therefore, we can recognize that China Merchants Bank Internet Banking has a lot of chances that can increase its competitive power, such as steady increasing economy of our country, dramatic growth of Internet user etc. However, it is also facing menace with the increase of Internet banking and computer viruses at the same time.Part three: We will analyze the competition advantages and existing problems for China Merchants Bank Internet Banking through resource and capacity elements. We find that China Merchants Bank Internet Banking has competitive advantage with high security, convenient operation and strong innovation ability. Meanwhile, there exists competitive disadvantage in the aspects of business operation and marketing promotion.The last part herein, the countermeasure suggestion of promoting competitiveness of Internet Banking has been brought forward.The innovation of this paper:The paper shows that the form of elements for Internet Banking competitiveness: environmental element, resource element, capacity element. These three elements are relevant objective, and completely tell us the reality source of Internet Banking competitiveness. Therefore, the method of these three elements applied will make a unique construction of this thesis. From the point of some literatures, there are no other studies or theses have mentioned that the source of Internet Banking competitiveness be discussed is from those three elements.Although China Merchants Bank Internet Banking has 11 years' development history, there are no empirical studies to research its competitiveness. From the view of the competitiveness to explore the Internet Banking of China Merchants Bank, it would be a significant important thing in practice.