The Study On Electronic Banking Development Strategy Of Jinan Rural Commercial Bank

With the continuous improvement and development of communication equipments such as internet, fixed-line telephone, mobile telephone etc and science, electronic banking, with terminal service as its core, has entered the mainstream. As one of the most important financial innovation, electric banking has gradually achieved acceptance of consumers and replaced the business in banking counter, after the continuous innovation and development in recent twenty years. Therefore, electric banking has become the main force in banking business.In recent years, electric banking has flourished in China. With the help of electric banking, customers can check accounts, transfer accounts, pay the fees, and manage money by computer, IPAD, telephone, ATM, POS, without going to physical banking outlets. Therefore, electric banking plays more and more important role in decreasing counter business, cost reduction, improving customer loyalty. As a new service mode, electric banking exercises an influence on development direction of banking and the whole financial industry to some extent as well as competition pattern, management model, and service marketing of banking. Meanwhile, as the banking have realized that the development of electric banking is beneficial to improve the banking competiveness, the competition of domestic electric banking market is more and more fierce.On Jan 2015, Jinan Rural Commercial Bank was officially established. Due to its own special development history, serving "agriculture, countryside and farmer" economic system, and the specificity of facing customer groups, so the electronic banking started very late, its development is still not mature enough, and the informatization level is relatively backward, thus restricting the development of electronic banking and the rural financial electronization to some extent. With more importance attached to the electronic banking, the current development of the rural commercial bank’s electronic banking is rapidly. Meanwhile, it is also faced many prominent problems. It has a big gap with the big four Banks and part of commercial Banks in the electronic banking operating mode, the marketing mode, reserve of talents, service level, etc. In this paper, applying the theories and methods of enterprise management, on the basis of the successful experience of the same industry, taking the service marketing theory as the theoretical core of study, and taking Ji’nan rural commercial bank as the main studied object, it conducted an environmental analysis of the development of Ji’nan rural commercial bank by using PEST analytical method. Meanwhile, applying SWOT analytical tool, it conducted a detailed analysis of Ji’nan rural commercial bank’s advantages, disadvantages, opportunities and threats in developing the electronic banking, and summarized the conclusions. Combining with 7P service marketing theory, it provides some advices for the sustainable and steady development of the electronic banking of Jinan Rural Commercial Bank.