Study On Development Strategy For Electronic Bank Service Of A Bank

With the great advancement of China's economy,the financial industry is playing an increasingly important role in the national economy.And China's traditional banking industry is faced with great challenges from electronic commerce,third-party payment platforms,and P2 P Internet financial platforms.In order to cope with the competition and pressure from the Internet finance and enhance their own competitive advantage,the banks are paying more and more attention to developing e-banking business.Based on the relevant theories on enterprise development strategy management,this paper selects the competition strategy theory as the theoretical guidance,and uses strategy analysis tools accordingly.First,the current situation and problems of the electronic banking business of A bank are analyzed.Then,based on the comparative analysis of the development of e-banking business both at home and abroad,the SWOT model is used to analyze its strengths,weaknesses,opportunities and challenge.What's more,through the PEST model,the internal and external environment that influences its further development is analyzed.Finally,on the basis of the analysis above,an appropriate development target for the electronic banking business of A bank is set up,a reasonable development strategy is constructed,and some supportive measures for the development strategy are put forward.It is shown that A bank's e-banking business should adopt the growth strategy.This paper puts forward some suggestions: to grasp the strategic orientation of electronic banking and realize the electronic banking business;to carry out the brand strategy of electronic banking and strengthen the research and development of the star products of electronic banks,and to establish comprehensive supportive measures for the development strategy.This paper,through the combination of theory and practice,carries out a detailed,systematic and comprehensive empirical research on A bank,and thus has some practical significance.In addition,this paper can provide reference for similar banks and thus has some reference value.