The Development Strategies Of Chinese Commercial Banks' Internet Banking

Information technical innovation centering on Internet is coming today. From Client/Server Age to today's Network in Anywhere Age centering on network application, computer technology has developed. The information technical development results in not only the technical advance but also the change of social behavior mode. Bank industry faces many challenges. It is necessary to get bank service going on Internet. Golden age of Internet bank service will come in recent years.Following the Internet technical nuisance, Internet bank emerged first in America. Although it is only 6 years, the explosive increase has appeared in amount, asset and customer scale. According to the statistic data from American Federal Deposit Insurance Company, tradition banks in America had 8% annual growth rate in asset, and Internet banks reached 53% from 1993 to 1999. The total asset of Telebanc, the Internet bank with biggest asset in America, had increased from 220 $ millions in 93 to 3.2 $ billions in 99, and its deposit had increased 14 times. From above mentioned, Internet bank services have entered constant development phase abroad but just madea start in China. In this paper, Internet bank services of the West commercial banks are researched and analyzed on its relative problems, technical solution, online marketing strategy and development mode. It can use for reference to make out development strategy of our Internet bank service.Based on analysis of development reason, state, mode and strategy of Internet bank services in the West nations, the strategies of technology, customer relationship management and safety are proposed to develop Internet bank service in China aiming at our state and problems. Examples are analyzed using some theoretical analysis tools in marketing, economics and management science to make analysis results incorporated with our practical situation and suitable for application.This paper includes 6 chapters:Chapter 1 "Development of Internet bank Services in West commercial banks ": introduces the development reason and state of Internet bank service in commercial banks of the West nations, and sum up the inspiration that their development has given us.Chapter 2 "Necessity, state and problems in developing Internet bank service in China": The necessary of developing Internet bank service in China is discussed at first. Then the investigation and research are performed on our development state. At last, SWOT analysis is performed on how to get Internet bank service going in Chinese commercial bank.Chapter 3 "Technical Option": technical option on how to develop Internet bank service in Chinese commercial bank is concluded. Strategic consideration shall be given to technical standards to set up unified payment gateway and safety authentication center and try to close together with international standards. Existing system shall be used adequately. Pay attention to system expandable capability increasing new applications and new functions, system process function expandability and system real time availability.Chapter 4 "Online Marketing Strategy": based on introduction of online marketing features, holds up the online marketing strategy emphasized on bank appearance, popularity and satisfactory service. Internet bank shall make up service strategy, marketing strategy emphasized on interaction between bank and customer, community building strategy and so on.Chapter 5 "Customer Relationship Management (CRM) Strategy": discusses the important meaning of Internet bank CRM and advise to divide CRM implementation into 4 phases: customer identification, customer variation analysis, keeping contact with customer, customization service to meet every customer group requirement. Chapter 6 "Safety Strategy ": based on analysis some possible risks in developing Internet bank service in commercial bank, technologies and financial monitor and management can be used to keep risks away. Some technical mechanisms can be used such as identity distinguishing, access control, data encryption, dat...