The Study On Electronic Banking Development Strategy Of Rural Credit Cooperative Of Shandong

With the process of the information networking and economic globalization, the financial industry is experiencing unprecedented innovation. As one of the most important financial innovations, electronic banking with its outstanding advantages in lowering operating costs, innovating financial product, enhancing customer satisfaction, achieving process reengineering and broadening the revenue sources, has increasingly become an important manifestation of the core competitiveness in modern bank and the strategic objectives in the development of banks. Under the strong impact of Waves of innovations in the electronic banking business, banking sector is gradually moving from relying on the development of physical network management model to rely on physical networks, and electronic banking channels operating in parallel the development of a paradigm shift from brick-style physical network without the constraints of time to invisible network operators shift from extensive management to fine changes in content development model. The rapid development of electronic banking has transformational impacts on banking industry, what’s more, it creates more value for customers, more return for the banks, and builds a better interactive platform that enables customers and Bank achieve "win-win".In recent years, China’s electronic banking business shows a good momentum of rapid development and has great advantages in providing customers with fast and efficient service, diversion counter pressure, reduce operating costs and expand revenue sources, and has become an important platform and carriers product innovation and service innovation. At present, domestic and international banking and financial theorists has matured study in the development of electronic banking which mainly focuses on the electronic banking business model, organization and management system, market positioning, product innovation, risk control, marketing, etc. But in China’s rural financial institutions, information technology is lagging behind. Compared with advanced banks there is still a long way to go in E-banking development and product innovation. There are few studies in the development of electronic banking business model, growth strategies, market positioning, risk control, marketing and brand building, some areas even in a blank stage. This paper studies the development of electronic banking in rural credit cooperatives in Shandong Province. On the basis of drawing successful experiences from the same industries and combining the business development practices, this paper conducts a comprehensive analysis on the development of the advantages, weaknesses, opportunities and challenges of electronic banking, by using comparative analysis, SWOT analysis and differentiation analysis, so as to put forward the building of the organization and management, product development, risk management, marketing, customer service, business management six systems, and the ideas and practices to accelerate the development of electronic banking industry.