The Countermeasures Research On Online Banking Development Of China’s Commercial Bank

Since the1990s, with the popularity of Internet all around the world, the traditional commercial bank business model which is mostly based on counter can not adapt to the needs of customers. As a new banking business model, the online banking combining traditional business of commercial bank and the Internet, implements24hours of uninterrupted all-round services. The online banking, with its convenient, powerful features, effectively makes up for the weakness of the traditional bank due to its various restrictions. Therefore, Expanding business of online banking becomes the inevitable trend of modern commercial banking development.Since1998, from the beginning of China Merchants Bank "Yi Wang Tong" to now, domestic commercial banks vigorously develop the business of online banking. Online banking scale is expanding rapidly, business functions are increasingly innovative, competitive advantage is more obvious. But under the influence of internal and external factors such as The third party payment platform, the Internet banking of domestic commercial banks is not perfect. Under the background of current rapid technological progress and the development strategy transformation of commercial bank, how to adapt to the external situation and internal requirements, taking reasonable and effective countermeasures to promote the development of online banking, realizing the goal of continuously raising comprehensive competitiveness in the Internet financial times, becomes a significant issue needed to be solved sa soon as possible for our commercial bank.This paper is taking the online banking of our commercial banks as research object. Firstly, it elaborates the relevant theory of the online banking’s externality, competitive advantage and scale economy effect. Secondly, it analyzes the development status of online banking at present stage through abundant data, graph, tables, and analyzes the main problems existing in the development process such as serious business homogeneity, lack of function innovation, outstanding marketing model simplification phenomenon, yet to be improved service ability and quality, etc. Thirdly, this paper comprehensively studys foreign commercial banks’online baking and the third-party payment platform development, and sums up the useful experience of both successful operation. Lastly, this paper puts forward a series of countermeasures promoting our commercial banks’ online banking development.