China's Community Bank O2O Service Model:A SWOT Analysis

At present,China's commercial banks are experiencing a dramatic change from wholesale banking to retail banking.During this development,the branch framework is under reconstruction and the cross-border business like e-commerce or lifestyle service has been operating actively.In late 2014,with the sudden rise of community O2 O service,Chinese bankers have taken serious action on the combination of community banks and community O2 O service.Therefore the two totally different business models have married and yielded a new fruit,the community bank O2 O service.This paper discusses the community bank O2 O service model in eight chapters.In the first chapter,it presents the existing research in community bank and community O2 O service both from home and abroad.In the second,it observes theories about community bank and community O2 O service.Following these observations,this paper suggests a definition of community bank O2 O service model.In the third chapter,it discusses the development,status and main problems of community bank O2 O service.By analyzing these features,this paper finds that there are two trends in the community bank O2 O service.One is the pan-community pattern which led by China Merchants Bank and China Resources Bank;the other is “the last mile service circle” which executed by China Minsheng Bank and PingAn Bank.From the fourth chapter to the seventh chapter,this paper introduces the SWOT analysis method for assessing the prospect of community bank O2 O service.For strengths,it studies community bank's advantage on resource and competence.For weaknesses,it studies community bank's defect on product and service.For opportunities,it observes the legal environment and market demand.For threats,it sudies the difficulties faced by all community O2 O players and the community bank itself.In the last chapter,this paper concludes that the community bank O2 O service has a rosy future and then proposes four pieces of advice.