Study On The Strategic Development Of Eectornic Banking In SPDB Changchun Branch

With the rapid development of information network technology and theacceleration of information technology trends in socio-economy, electronic bankinghas increasingly become the focus of competition from domestic commercial banks.As one of the most important financial innovations in the20th century, electronicbanking became the only channel product able to cover all bank products andcustomers under more innovation requires of accelerating the bank branchtransformation and channel migration, which Played a role in integrated marketingservices platform and was becoming the main force to build the core competitivenessfor banks. Chinese e-banking business has showed strong growth for threeconsecutive years, which is gradually becoming a mainstream marketing channel forcommercial banks to broaden the field of financial services, make innovations forbanking and management, reduce operating costs and service costs, divert counterpressure, improve the core competencies for banks and other aspects of huge changes.The development of electronic banking is increasingly becoming an importantmanifestation of the actual strength of a modern commercial bank’s corecompetitiveness, and which has become one of the strategic objectives of thecommercial banks.China’s electronic banking transactions replacement rate was generallyexceeded70%in2013, which in some banks such as Shanghai Pudong DevelopmentBank was over90%. After a simple channel expanding and traditional businesscoverage, electronic banking began to enter the in-depth development and fullintegration phase. If banks intend to do “channels overlord” in the age of "channelis king", they must continue to enhance electronic banking "coverage" and“leverage” electronic banking in depth at the same time, and achieve fullpenetration of the customer as well as the depth of excavation of customer value. After rapid development for more than ten years, the service deliveries have changedfrom physical outlets relied solely in the early1990s into the diversified servicemodels of combination of physical network entities channels and online banking,self-service equipment, telephone banking, mobile banking as well as micro-channelbank, tablet computers and other electronic banking channels. Electronic bankingdevelopment has become a bright spot for the current development of domesticcommercial banks.Based on the present situation of electronic banking in commercial banks, thispaper combines theory and practice to analyze the development status, problems andcauses of electronic banking. It also analyzes electronic banking environment ofShanghai Pudong Development Bank and introduces corresponding developmentstrategy and implementation of three main parts contents. It describes how to achievethe evolution from technology to service and then from service to innovation andestablishes a mature innovative development model for electronic banking incommercial banks. Finally, it indicates how to achieve effective prevention ofe-banking risks and pave out a sustainable development road for e-banking incommercial banks.This paper uses literature analysis, theory and practice combining, SWOTanalysis method, and some of the latest research literature and customer surveys, andcombined with data from author’s actual work experience to analyze the presente-banking development of Shanghai Pudong Development Bank Changchun Branch,problems and reasons, summarize the successful experience of internationalelectronic banking, and propose the strategic options and implementingcountermeasures for electronic banking of Shanghai Pudong Development BankChangchun Branch. The recommendations in this paper may provide reference valueand promotion significance for the development of electronic banking in ShanghaiPudong Development Bank Changchun Branch.