Analysis Of ETC Financial Services Business Proposal Of Y Bank's Guangdong Branch

ETC(Electronic Toll Collection)also known as Non-stop Charged System is a system used for toll collecting with OBUs(on board unit)installed on the vehicles' windshields communicating with RSUs(road side unit)using microwave communication technology,meanwhile using the computer network and bank settlement system to process vehicles' information and toll settlement,so as to achieve the goal of non-stop toll collecting.In April,2014,the Ministry of Transport start the national highway ETC networking program and Y Group Corporation is authorized to build a national ETC distribution and settlement data backup system as well as Y bank,the wholly-owned subsidiary of Y Group to undertake the task of trans-provincial ETC capital settlement.At this background,this paper mainly discuss the Guangdong Branch of Y Bank how to seize the high-end market share by providing one-stop ETC comprehensive financial services business proposal and using the differentiated service advantage to target the vehicle owners customer group.Firstly,this paper will use the market environment and industry development analysis to study the feasibility and development prospect including the national highway development,car ownership,highway toll mode as well as development trend of ETC comprehensive financial services used by Y Bank to target the vehicle owners customer group under the national ETC networking background.Secondly,this paper will discuss the measures,its strengths and weaknesses and market share of Y Bank's competitors using the SWOT analysis.Also through the resource analysis,it will weigh the advantages and disadvantages of Y Bank.Last but not least,considering the problems above,this paper will bring up a differentiated business proposal including:1)Use the resource advantages of Y Group's wide-span information,capital and material flow to design a unique and cross-industry overall ETC financial service proposal to provide more comprehensive services for customers;2)Use the product advantages and widespread outlets of Y Bank to promote ETC and give strong support for its cards recharge;3)Provide more comprehensive ETC capital collection and settlement services from the present trans-provincial capital settlement to crediting business,financial investment and door-to-door cash escort service on the basic of sustained and in-depth cooperation between Y Bank's Guangdong Branch and transportation industry;4)Present a series of promotions targeting the ETC users such as issuing ETC branded cards,distributing free OBUs,offering preferential fees,giving financial investment consultants and so on.This paper will study the competitive strategy of Y bank's Guangdong Branch to finallycome up with a benefit analysis of its ETC financial services business proposal.Through this process,we will reach the goal of targeting the right customer group,promoting Y Bank's image,in the meantime optimising its customer structure.