A Study On The Development Strategies For ICBC Hunan Branch Electronic Banking Service

With the high-speed development of the information technology and wideapplication of Internet, as a new way of banking services, Electronic Banking, to someextent, influences the developing direction、competition pattern、management mode ofbanking, is more to be accepted by people. Electronic Banking, with its3A service of"anywhere","any time,"“any means”, and providing customers with efficient, safe,convenient financial services, is welcomed by most customers. In the ways of triagingcounter pressure, reducing operation costs and increasing customer loyalty, Electronicbanking has played an increasingly important role. It proves that a branch which hasbetter E-banking, will generally has better operation benefits.ICBC Hunan Branch attaches great importance to the development of ElectronicBanking. After ten-year working, the number of E-Banking customers has increasedrapidly. The current customer number ranks first between all the banks in the province.But as a new banking service, the development situation of ICBC Hunan E-Banking isstill rough because of the late beginning and inexperienced. The number of customersis large, but the proportion of valid users is small; the scale development is rapid, butafter-sale service is not good; the electronic features are increasing, but the staffqualities are far slow to catch up. The E-Banking in ICBC Hunan will not be developedeffectively, if all these new problems cannot be solved. This thesis both studies thetheory with practice, taking the technical line of asking questions, analyzing andsolving problems, starting from the analysis of E-Banking development in HunanProvince, focused on research and systems analysis of the more prominent issues inICBC Hunan E-Banking development. It also uses the theories of PORTER、ADL、Ansoff and analysis methods of PEST、Competitive Analysis、SWOT，to locate thedevelopment environment of ICBC Hunan E-Banking. On this basis, proposes specificdevelopment strategies and implementation content. This thesis aims to implementsome appropriate strategies, make some feasible comments and suggestions, to makesure the business of ICBC Hunan E-Banking can develop well and quickly and ensurethat ICBC Hunan E-Banking can be “the first E-banking” in the Hunan province.