The Study Of The Development Strategy Of 'A' Bank's Electronic Banking Business

Along with the innovation and development of information technology and mobile network,E-commerce and Internet finance rise sharply.Because people's consumption activities and economic thinking have gradually changed,the development of traditional banking services faces a severe challenge.Electronic banking has many advantages,such as reducing management cost,improving service efficiency,promoting service quality,enhancing the user's experience and easing pressure at the counter.After the 21st century,the domestic and foreign each big bank also all in abundance usurps the electronic banking market.The proportion of electronic banking increases day by day.Recently,'A' bank's electronic banking has been rapidly developing and gotten a lot of achievement,for example there is an increase in coverage and customers of electronic banking.However,facing with the fierce competition in the same industry and the impact of Internet finance,there are some problems and shortcomings during the development of the bank's electronic banking,such as weaken competition ability.In this paper,'A'bank is taken as research object based on the background of"Internet +".By analyzing the development status and shortcomings of A bank's electronic banking,the corresponding development strategies and suggestions are put forward to promote the sustainable development of its electronic banking.Firstly,the corresponding theories of electronic banking are introduced,including the definition,types and characteristics.The importance of developing electronic banking is also expounded.Secondly,by analyzing the development status of the bank's electronic banking and comparing with the typical cases,it is found that there are some problems of the bank's electronic banking,such as incompleteness of business development,imbalance of each branch,insufficient recognition of electronic banking and poor professional level of electronic banking staff.Thirdly,by using SWOT analysis,competitive ability of the bank,s electronic banking is analyzed qualitatively in terms of its strengths,weaknesses,opportunities and threats.The practical and effective e-banking strategies are put forward for the bank.Finally,the typical cases of domestic and foreign electronic banking are collected and organized to grasp the development trend of electronic banking business.Based on the shortcomings,internal elements and external environment of the bank's electronic banking,some development strategies and suggestions are presented,such as extension of mobile banking business,precision marketing of electronic bank and professional training of staff.