The Research On The Development Of Electronic Banking In China

Based on the author’s practical work, combined with the Internet Finance Phenomenon and the researches on relative subjects recent years, this research focuses on current situation of electronic bank in China and the strategies for its future development.The definition of electronic banking in China and the processes of development is well expounded. The similarities and differences between e-banking and internet finance is discussed, thereby explaining how the internet finance causes huge impact on electronic banking. The integrated use of the PEST strategic analysis model, analyzes the external influences on e-banking from four perspectives: policy environment, economic environment, social environment and technical environment. The integrated use of Potter’s five forces model, analyzes the existing competing powers of e-banking from five aspects: the existing competitors, bargaining power of buyers, the bargaining power of suppliers, the threat of potential entrants and the threat of substitutes. According to the situation of financial industry in China, this research discusses several feasible tactics of the future electronic banking, including coping with financial strategy, information collection and analysis, customer hierarchical management and accurate positioning of brand marketing. Based on the current economic situation of China, the future development of electronic banking was proposed from four different angles: the design of products, the source of customers, the way of services and customer experience.