The Research On E-banking Development Strategy Of Yizhang Rural Commercial Bank Of Hunan Province

With the rapid development of mobile Internet mobile payment technologies and mobile intelligent terminal(such as smart phones, tablet PCs) universal application, NFC Near Field payments, Alibaba small loan, P2 P and other Internet banking and mobile banking booming, rural financial products and services,payment and also change the competitive landscape quietly. Yizhang Rural Commercial Bank is the local main force and leader of financial service "three rural",and only continue to strengthen the construction of electronic banking in order to bring better products and service experience for customers in rural areas, in order to increase market share in rural commercial banks product richness and improve e-banking replacement rate.In business strategy theory, network marketing theory, SWOT analysis, basic five forces analysis model and the Boston matrix theory analysis, this paper Hunan Yizhang Rural Commercial Bank online banking, mobile banking, telephone banking and self-service banking, Fuxiang card Payment through major business functions, special services, bid processes and customer first login using the operating guides are described in detail, but also on the structure and development of customer Hunan Yizhang Rural Commercial Bank e-banking were specific analysis.Analyzed Yizhang Rural Commercial Bank e-banking development advantages(Strength) This paper uses SWOT method, weakness(Weakness), opportunity(Opportunity) and possible threats(Threat), Overall, SO strategy is to strengthen the "three rural " Marketing to enhance quality customer mobility and permeability. In addition, the use of Porter’s five forces analysis model from the bargaining power of suppliers, the bargaining power of the seller, the threat of new entrants, competitive alternatives, the competitors of the competitiveness of the five aspects of analysis,Yizhang agribusiness Bank e-banking presents comprehensive competitiveness in the upper trend is accelerating. Then proposed: to serve the "three rural" as the fundamental direction of "transformation, innovation, improving quality, efficiency,and safety" as the theme, and improve capital management and comprehensive riskmanagement capability is appropriate chapter Rural Commercial Bank e-banking development strategy.Hunan Yizhang Rural Commercial Bank E-banking development strategy have adequate safeguards. First, from the introduction and training of reserve personnel,pay attention to two aspects of the construction workforce of human resources and support. Second, from the aspect of financial resources, benefits and operating costs of the wage distribution, the performance of employees, and other aspects of management competency three aspects of performance appraisal protection. Third,take the increased marketing efforts, foster a stable core of high-quality customer base, market segmentation e-banking customers, optimize business processes and improve service efficiency, improve service quality safeguards and other marketing strategies. Fourth, take firmly establish the "deposit Li line" business ideas, put strict new loan management, increased efforts to dispose of non-performing assets, such as asset quality safeguards.