| Since the last ten years of the twenty century, the development of information technology and internet economy is rapid. At that moment, most of the commercial banks began to develop the electronic banking which including telephone banking and internet banking. At the present time, how is the developing situation of the electronic banking? According to the different acceptant level of the market and clients, the exiting problems of market expanding, which area will be developed and which part will be innovated in the future, all of them are concerned by the financial and educational area.The electronic banking of the ICBC Shenzhen Branch is mainly discussed in the dissertation. The contrast of operation management and marketing situation between ICBC Shenzhen Branch and other commercial banks are stated, which in order to find out what aspects can effect the developing of the electronic banking in ICBC. The article reviews the development history and current management of the ICBC electronic banking, also contrasts the developing market between ICBC and other commercial banks. Furthermore, depends on the different marketing situation between ICBC and CMB, integrates the marketing theories and analyses the developing problems of electronic banking, also directs by the related principles and patterns, the article establishes the marketing development theories and methods for ICBC electronic banking.Conclusions:(1) The development of electronic banking market in ICBC is rapid. However, there are still many developing problems in the future, so it needs self-improving management, also learns experience from the rivals.(2) The main development strategies for the ICBC electronic banking products are: further innovation, improvement of humanity elements, increase of marketing channels and enhance rival price.(3) According above strategies, and combine with other practical methods, ICBC is sure to keep ahead in the electronic banking market. |
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