Discussion On The Development Of Electronic Banking Business Of Agricultural Bank Of China

Now,in the age of Internet,the traditional commercial bank payment mode has been impacted enormously.Relying on the huge physical network to support business development is no longer an advantage,and stucking in the past will be unsustainable.The third-party payment,Internet banking,online collection of financing and other emerging forms of changing have brought revelations of the commercial bank management mode.The safe,convenient,low cost,high efficiency channels have been recognized and sought after by more and more people.According to the statistics,nearly 20% of bank customers constitute the main body of this new experience under the trend of digital channels.Channel is an important part of the "4 P" theory in marketing management."Channel weighs equal to the world" is still valued by people.How to react to the changed outlook and provide better experience to customers so that we can promote market competitiveness of electronic banking,these have become one of the most important topic of commercial banks in the following.Agricultural Bank of China which channel advantage among domestic banks is obvious has informed of more than 21,000 business organizations.But as a large listed state-owned financial enterprises,Agricultural Bank of China must face up to the huge impact of the rising internet business,make more efforts to supply product innovation from the perspective of customers,provide customers more experiential service around "wisdom,big data and cloud computing",and open up a broader space in the market competition in the future.There are six chapters in this paper.The first chapter explains that compared with the traditional trading channels of commercial bank,more convenient,safe and highly efficient service pattern which imposed a vehement impact on the modern commercial bank management has been penetrated into public financial life.The theoretical basis of this paper forms from the frontier achievements on e-banking research in both domestic and overseas' commercial banks.The summary which performs a guiding effect on demonstrating the direction and goal of e-banking construction in Agricultural Bank of China.The second chapter mainly introduces the relevance theories of e-banking channels in commercial bank,clarifies the meaning and process of business development,and then analyzes the current status and challenges of international e-banking.The third chapter introduces the related theories about the e-banking business,and summarizes the actually and comparative advantage of the e-banking business in Agricultural Bank of China.The fourth chapter take the Chengdu S-branch as an example and analyze the strengths,weakness,opportunity and threats of S-branch in promoting e-banking using SWOT analysis method.Then,this part reveals the difficulties and problems during the development of e-banking business.Based on the case of Chengdu S-branch,the fifth chapter analyze the reason of the above problems about the e-banking in Agricultural Bank of China,then,this part submits specific opinions on optimizing e-banking channels.The sixth chapter is the summary of the whole thesis.On the basis of its benefits and drawbacks,the paper describes the outlook of e-banking business blossom in future.This paper is summarized as follows:(1)The rise and development of the Internet channel has a huge influence on the traditional business of commercial banks.At the same time,it also provides broader ideas for the innovation of financial service products and channels of commercial banks and points out the direction for the future development of the banking business.This kind of changes has greatly promoted the optimization and improvement of the financial service system of the traditional commercial bank.(2)Compared with the inter-bank,Agricultural Bank started later in e-banking services' area,but it attaches great importance to the combination of new Internet technologies as well as the innovation and development of the Internet platform.However,ABC is still a follower in the area if e-product development and its business is still focusing on Internet banking,mobile banking and self-banking.Therefore,its function of electronic channel product is waiting to be improved and the frequency of product development and quality service for customers' experience still remain a huge space to fill.(3)Since the Internet has broaden the business scope of banking,financial business innovation is in the ascendant.Based on big data thinking and customer experience,Agricultural Bank should fully study the changes,opportunities and challenges brought by the new technologies and highly improve the innovation efficiency of electronic channel business to lay a solid customer basis and strive to build itself into the Internet pattern of the large-sized and high-quality commercial bank.