Study Of SMS Banking Development Strategy For Bank Of China, Gansu Branch

In recent years, China’s economy has maintained the sustained growth, and the IT technology, including computers, network and mobile phones, matures gradually. Therefore, to combine the information technology with the modern financial services has become a quite important link for the main domestic commercial banks to speed up strategic transformation, to promote financial service, and to expand the banking business. As a newly developing banking business of the electronic banking services, the SMS emerges and develops fast in order to adapt to the new situation.In the commercial bank management transformation, the SMS plays the crucial role in the bank service support, business distribution, and structure improvement. With excellent shunting ability, innovation ability, penetration ability in the emerging markets, as well as its ability to continuously improve the customer experience, the SMS has greatly promoted the core competitive ability of the commercial banks, broadened the banks’traditional business and the contacting surfaces with customers, and provided a convenient "highway" for all the banking business. Hence, the customers can obtain a safe7x24hours banking service in the most convenient way, which finally leads to a "win-win" between the bank and the customers.In this paper, the author selects the SMS in the Bank of China, Gansu Branch as the research object, and uses lots of scientific methods including literature collection, comparative analysis, trade investigation, inductive summarization, and model evaluation. Based on the classification, characteristics and operation management of SMS, this paper conducts a deep and detailed analysis on the status of development and the existing problems of SMS in the Bank of China, Gansu Branch; and with the combination of related management theories, this paper puts forward a feasible development strategy concerning the service field expansion, business promotion, strategy implementation, risk management, and the result evaluation for the future development of the SMS in the Bank of China, Gansu Branch.