| Online banking, which is taking an increasingly large proportion in banking business of domestic commercial banks, has gained rapid development. Regarded as the main direction of business development by numerous banks, it will play an important roles in the future banking market and show more advantages. From the economic perspective, online banking can effectively reduce not only the pressure of counters but also the management costs. In traditional banks, the proportion of operating costs accounting for operating income has reached 60%, while accounts for 18% of that in online banking. Merit appears obviously in comparison.The prosperity of internet banking in Chinese banking market benefits from the fierce competition of commercial banks. We know that competition often co-exist with elimination.In order to remain invincible in the competition, to expand online banking business becomes particularly important. Therefore, the research related to competitiveness of online banking,meets the needs of the times and shows great significance both in theory and practice.This paper begins with defining the concepts involved, such as online banking,competitiveness,etc. Subsequently, the author briefly summarized the implication and features of competitiveness of online banking as well as the study methods. On this basis, this paper, taking Agricultural Bank of China as the object of study, analyzes the status of development of online banking. Evaluation index system for competitiveness of online banking of Agricultural Bank of China was constructed from four aspects, which is economic effects, marketing strategy, risk prevention capability and innovation capacity. In order to provide theoretical guidance for promoting the competitiveness of online banking,the author puts forward some strategic suggestions in this paper. |
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