Chengdu Bank Electronic Banking Development

Since 1990s,local commercial banks of China has been making great efforts on their E-banking business leading by new electronic distribution channels representatively by Internet bank, tele-bank, and mobile-bank etc.Commercial banks hope it cat provide customers with more simple and safer financial service, which can release the increasing pressure of line waiting in sub-branches.With the high-speed development more than 10 years,service model has changed from the simple one with over-the-counter only to multi-channel module combined E-banking with sub-branch network, Internet bank, tele-bank, and self-service machines.Firstly, the thesis gives a brief description of the definition and characteristics of E-banking, then claims that the trend that E-banking will instead of traditional banking is irreversible from the course of the E-banking business development at home and abroad. Facing the increasingly industry competition, domestic commercial banks must seize the opportunity for the development of E-banking to realize its own strategic adjustments.Secondly, after analyzing the current development of commercial banks of China in E-banking business,the thesis concludes that E-banking business is still in the seedtime, and finds out the problems in the development of E-banking.Solving these practical problems is the base to keep improving the E-banking business.Then, by an accurate analysis of the market environment of Bank of Chengdu by using the SWOT method, it draws a conclusion that Bank of Chengdu has the basic conditions to fully develop E-banking business and has to develop it immediately. Meanwhile, there are some problems which have seriously restricted the development of E-banking business such as lack of long-term strategic planning, organizational structure not suited to the requirements of E-banking, lack of product innovation, and marketing ideas not useful.The thesis also use both BCG Matrix and ADL Matrix to give the strategic positioning of Bank of Chengdu, which is based on experiences of local commercial banks of China, then makes the conclusions: E-banking now has a high market growth rate and high market share, it is a star business and represents the best investment opportunity, so Bank of Chengdu should heavily invest in E-banking business.Finally, on the basis of technical analysis,the author discusses the strategic decision to E-banking of Bank of Chengdu from external development strategy, internal development strategy and competitive strategy three areas,then gives the concrete implementation on the model of business management, channel development, product innovation, business marketing, and risk management. The thesis has made a combination of the research method of integrating theoretical and the practical analysis.It soaks up new research document and arranges large amount of data. It is hoped that the advices can promote the development of E-banking business of Bank of Chengdu.