A Research On The Countermeasures Of The Electronic Banking Business Development In The Rural Commercial Bank

The electronic banking business is the crystallization of the common development of traditional finance and information technology in the new period.It creates a convenient,efficient,mobile and secure financial service.This new service will gradually replace part of the banking business model and become a modern commercial bank's main business.The active development of e-banking can not only effectively reduce the cost of bank business,broaden the source of business income,but also.greatly improve the business diversion of business outlets,effectively improve the efficiency of banking services and enhance the customer experience.A rural commercial bank is a regional bank of Lianshui County,the establishment time of which is short,starting point is low,smaller,all aspects of the foundation is relatively weak,e-banking business development is also relatively late and the whole the level is low.Although customers increased year by year,but the lack of market knowledge of the customers' real needs,plus the Bank's own shortcomings in the product design,application and maintenance,has squeezed the development of electronic banking space.A rural commercial bank urgently needs to explore the broader financial needs of the potential customer base,further improving electronic banking products,clear that the electronic banking for A rural commercial bank is of vital significance for future business development.This paper is studied by means of questionnaires,case studies and empirical research.First,the analysis of the case aims to show the shortcomings of the bank itself in the development process and find some possible factors which may affect the development of electronic banking business through the analysis of the current operating situation of A rural commercial banks and the surrounding external financial environment.Second,the questionnaire focuses on the potential financial services needs of users of E-banking firms,and finding potential customers based on the customer's basic situation and the use of electronic banking products,and then expose the shortcomings of the current electronic banking products,including security,Imperfect,product single,etc.,and explore the direction of future development,whether in product design,use,or user information security maintenance and so on to be improved.Third,The empirical study mainly analyzes the influence factors of customers' willingness to use electronic banking.Finally,according to the results of comprehensive case analysis,questionnaire analysis and empirical study,four "more important" development suggestions are put forward,namely,"pay more attention to customer experience,pay more attention to product improvement and service innovation,pay more attention to platform construction,pay more attention to information technology and talent investment".Hoping to provide practical help for the future development of e-banking business in rural commercial banks.