Research On Electronic Banking Development Strategy Of China Construction Bank Jilin Branch

With the rapid development of financial globalization and information networktechnology, the opening level of global banks is gradually deeper because of the riseof Internet and electronic commerce. In order to compete for food customer resourceand expand market share, global banks continually put many kinds of financialderivative products and improve their quality of services. Electronic banking hasemerged, which is an offset to the area that traditional banks cannot design easily. Itsproperties of flexibility, safety and convenience are quickly accessible to people andtraditional banks are taken place by electronic banks. Since China Merchants Bankstarted Internet-based banking services, various banks have invested heavily insuccession, made key area planning and enhanced the electronic banking services andproduct innovation, primarily achieving the transformation from realnetwork-oriented traditional banks to modern banking service pattern in which thereal network and electronic banks have realized mutual development and concertedcomplementation. To occupy a position promptly and effectively in electronicbanking system not only concerns the maintaining of the current market share ofcommercial bank, but also determines its market structure in the future. In thedevelopment of more than ten years, the electronic banking business have maderemarkable progress. In the customer-centered management philosophy, developingthe electronic banking business is an inevitable choice for our banks to cope withpayment shock and boost business transformation, lower operating costs, expandcustomer service, increase income of intermediate business, raise up corecompetitiveness, and improve customer satisfaction and loyalty. Electronic bankinghas become a trend for commercial banking system in the age of Internet economy,representing the future of financial services, and has great potential and widedeveloping space. As a microcosm of China Construction Bank Corporation, thesubsidiary bank of Jilin Province extremely needs to depend on developing electronicbanks to keep the customer resources steady and to improve competitiveness. Studying the current situation of the electronic banking service of the subsidiary bankof Jilin Province, its problems and shortcomings, and the developing direction in thefuture has a representative significance for China Construction Bank Corporation,even for the whole state-owned commercial banking system.This paper studies the development of electronic bank of Jilin province branch,expounds the definition, classification, function and development trend of theelectronic bank of Jilin province branch. It focuses on the comparison about theelectronic banking business between Jilin province branch and regional commercialbank so that we can find the problem existing in the development of the electronicbank of Jilin province branch and analyzes the reason. Through the analysis ofinternal and external strategy environment of Jilin province branch, using the methodof SWOT to analyze, it can point out that Jilin province branch only take SOstrategies to meet challenges, using person net, outlets, customers and technologyadvantages to develop rapidly so that the competitive advantage can be achieved.Finally it points out that the strategy, objectives, the corresponding methods andmeasures of the electronic bank in Jilin province branch can promote the rapiddevelopment of the electronic bank in Jilin province, improve market share, make itbecome the main channel of bank business development, main channel of publicityand main channel of income.