Competitive Strategy Study Of Personal Online Banking Of Shanghai Pudong Development Bank

Online banking is a financial service innovation. The Innovation DiffusionTheory provides a good theoretical basis for the study. Meanwhile, the Theory ofPlanned Behavior provides us with a way to study consumers. This paper discussesthe specific factors influencing customers’ intention to use the personal online bank ofShanghai Pudong Development Bank (SPD Bank), which will provide the basis for(the bank) banks to formulate (in making) targeted competitive strategies.Like the four major state-owned commercial banks and the joint-stock banks,SPD Bank’s personal online banking business is developing sustainably in the rightdirection. Though the personal online banking business of SPD Bank is developingsustainably in the right direction, that of the four major state-owned commercialbanks and the joint-stock banks is developing rapidly as well. Online banking is takenas the chosen strategy to develop new markets and strengthen competitiveness. Howto utilize the existing resources, consolidate its leading position and continue to growand develop has become a strategic problem for the SPD Bank in face of severecompetition. This paper proposes to make personal online marketing products, brands,channels and promotion strategies suitable for the Guangzhou Branch of SPD Bankby analyzing the marketing environment, internal resources and customers on thebasis of the problems existing in the marketing process of the personal online bankingof SPD Bank.