中国银行苏州分行电子银行发展挑战 Study on the challenges faced by the Ebanking development.docx

中国银行苏州分行电子银行发展挑战 Study on the challenges faced by the Ebanking development.docx

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中国银行苏州分行电子银行发展挑战StudyonthechallengesfacedbytheEbankingdevelopment

StudyonthechallengesfacedbytheE-bankingdevelopment

---ThecaseofBankofChinaSuzhouBranch

1.0Introduction2

1.1Background2

1.2Researchquestions2

1.3Significances3

2.0E-bankingdevelopment3

2.1ThedefinitionofE-banking3

2.2CharacteristicsandadvantagesofE-banking4

2.3E-bankingdevelopmentinChina5

2.4Enterprisestrategicmanagementtheory5

2.5Enterpriseexternalandinternalanalysis7

2.6Theenterprisemanagementenvironmentanalysismethods9

3.0Researchdesign12

3.1Researchquestion12

3.2Researchstrategy12

3.3Researchmethod13

3.4Datacollectionmethod14

4.0Case14

4.1IntroductionofBankofChinaSuzhouBranch14

4.2E-bankingdevelopmentofBankofChinaSuzhouBranch15

5.0Theoreticalframeworkandanalysis18

5.1Findings18

5.2Theoreticalframework18

5.3Porter’sFiveForcesanalysis19

5.4ChallengesfacedbyBankofChinaSuzhouBranch24

6.0Conclusion31

7.0References32

8.0Appendix37

1.0Introduction

1.1Background

Therapiddevelopmentofnetworkeconomy,theimprovementofelectronicpaymentenvironmentandtheestablishmentofnewchannelsbringalotofbusinessrequirementsandvaluegrowthopportunitiesfore-bankingdevelopment.Thee-bankingbecomesthenewstrategicbusinessandprofitgrowthpointformoderncommercialbanks.E-bankingstepsoveracrosstimeandspacetoshortenthedistancewithcustomersthroughtheuseofadvancedinformationsystemsanddirectservicechannels（Nehzat,Maleki&Naami,2014）.Itcanensuretheconsumerstoenjoysafe,accurateandconvenientservicesanywhereatanytime.Withtheaidoftheinformationtechnologies,thee-bankingcanfusethesecurities,insurances,bankingandotherseparateoperationsofthefinancialmarketsoastobroadenthefinancialenterprisesandcomprehensivelyinnovatetheproductfunctions.Itprovidescustomerswithmoreandinnovativefinancialservices.Thee-bankingcanalsouseitsadvantagesinclients,fundsandinformationtomakethebankfromtheoriginalsingledifferentcenterofomnipotenttoafinancialsupermarket.

TheE-bankingbusinessofBankofChinaSuzhouBranchisselectedasthecasestudyinthisresearchproject.ThepurposeistounderstandtheE-bankingdevelopmentprocessandthechallengesfacedbytheBankofChinaSuzhouBranchthroughthestudyofinterviewandsecond-handmaterials.ThemaintheoreticalframeworkofthisresearchisPorter’sFiveForce’smodelconsistingofthreatofnewentrants,threatofsubstitutes,bargainingpowerofbuyers,bargainingpowerofsuppliersandindustryrivalry.ThefiveaspectsofchallengesfacedbyBankofChinaSuzhouBrancharealsoanalyzedbasedontheinterviewandsecondarymaterials.Ontheonehand,theinternalchallengesincludeimperfectproductqualityandthesystemperformance,loosemarketingstrategies,backwardafter-saleservicesandmarketcultivation,aswellastheonlinesecurityproblemofe-banking.Ontheotherhand,theexternalchallengesconsistofahighdegreeofhomogeneityofe-bankingproducts,thecompetitionfromforeignbanks,andchallengesfromnon-bankinginstitutions.

1.2Researchquestions

Therearetwoaspectsofresearchquestions.

●Whatistheindustrialenvironment,suchasexistingrivals,potentialcompetitors,buyers’andsuppliers’bargingpowerforthedevelopmentofE-bankingofBankofChinaSuzhouBranch?

●WhatarethemajorchallengesunderPorter’sFiveForcesanalysisfacedbytheBankofChinaSuzhouBranchintermsofitse-bankingservicesdevelopment?

1.3Significances

Thee-bankinghasalotofadvantagessuchaspaperless,lowcostsandhighefficiency,modernfinancialservicesaremovingintofinancialservicesoftheelectronic,energyconservationandenvironmentalprotection.Ithasagreatsignificancetodevelopthee-bankingbusinesstopromotethee-banking’scompetitiveabilityandsustainabledevelopment.Underthecurrentsocialenvironmentofconstantlydeepeningeconomicglobalization,improvedinformationtechnologiesandtheinterestratemarketization.Thisresearchprojectcontributestodeeplyunderstandingandaccuratelygraspingthedevelopmenttrendofe-bankingandmoreactivelyinnovatingbusinessandmechanisminnovations,whichfurtherpromotesthedevelopmentofe-bankingbusinessandrealizesthestrategictargetforgoingglobal.ThisresearchalsohelpsothercommercialBankstoactivelydevelopandinnovatee-bankingproductsandservicessoastopromotetheoverallprogressofChinesebankingsector.

2.0E-bankingdevelopment

2.1ThedefinitionofE-banking

E-bankingincludestheonlinebanking,telephonebanking,mobilebankingandself-helpbanking.TheonlinebankingreferstothatthecommercialBanksuseInternettechnologiestoestablishtheirownservicewebsitestoprovidefinancialservicessuchasopeninganaccount,query,reconciliation,transferfinanceandinvestmentbankingtothecustomersthroughtheInternetthustomakecustomersabletomanagetheironlineaccountandcapitals（Liao&Cheung,2002）.Telephonebankingisthesyntheticproductofcomputertechnologicalapplicationandtelephoneintegrationtechnology.ItisalsoakindofE-channelservicesystemthatthecommercialBanksprovideclientswithautomaticspeechandartificialservices.Itcombinespersonalandcorporateservicesasaperfectcombinationofthemoderncommunicationtechnologyandthebankfinancialservice（Sundarraj&Wu,2006）.MobilebankingreferstothatthecommercialBanksuseGSM/CDMA/3Gandmobiletelephoneequipmenttorealizethebankfinancialservices.Self-servicebankmeansthatthebankusesmoderncommunicationandcomputertechnologies,theInternet,communicationsfacilitiesandspecialfinancialinstrumentstoprovidecustomerswith24-hourfinancialservicewithoutthelimitationofmechanicalandelectricalintegrationandoperatingtime.Allbusinessprocessesarecompletedbythecustomerself-service（Mallat,Rossi&Tuunainen,2004）.

2.2CharacteristicsandadvantagesofE-banking

2.2.1Characteristics

First,thereisnolimitationinservicestyleandtimethattheE-bankingcustomerscanaccesstoallkindsoffinancialservicesprovidedbythebanksviatheInternet,fixedtelephone,mobilephoneandothercommunicationterminals.Second,customersconductbankingbusinessesthroughtheself-service.Traditionalbankingprovidesface-to-faceservicesforthecustomersbasedonthetellersinbrancheswhiletheE-bankingbusinessmainlyreliesonthecustomerself-serviceoperations.Customerscanfinishtheauthenticationandentertheelectronicbankingsystemtoconducttheself-helpoperationsthroughtheaccount,password,andelectroniccertificate,etc.Asforthecustomers,E-bankingproductsaremoreintuitivethattherelationshipbetweencustomersandbanksalsotransfersfromthepassiveserviceintoactivechoiceofthebank’sservicemode,varietyandtime（Gonzalezetal,2004）.Whatismore,customerscanenjoypersonalizedservicesandhigh-techproducts.

2.2.2Advantages

First,E-bankinghasalowbusinessoperationcostthatE-bankingrequiresagreatinvestmentininitialsystemconstruction,midandlatesystemmaintenance,personneltrainingandmarketingandpromotion.Oncethescaleeffectisproduced,thediminishingmarginalcostwoulddecline.Second,E-bankinghasahighbusinessprocessingefficiency.Ingeneral,E-bankingadoptsanintensiveprocessingmechanismthattheprocessdoesnotneedtotransferpaperdocuments.Businessvolumeprocessedbythecomputerisgreaterthanthatoftraditionalmanualprocessing.Also,automaticoperationsconductedbythecomputercaneffectivelyreducetheartificialerrorssothatthebank’sbusinessprocessingefficiencyimproves（Angelakopoulos&Mihiotis,2011）.Whatismore,E-bankinghasgoodproductinnovationability,highcustomerservicequalityandastrongcompetitivenessinproductprice.

2.3E-bankingdevelopmentinChina

ThedevelopmentofonlinebankinginChinaismainlydividedintothreestages.Thefirstisinitialstagefrom1996to1999whenthedomesticcommercialBanksbegantosetuptheirownwebsitesasanimportantchanneltoreleaseinformation.Thesecondstageistheacceleratedstagefrom2000to2005whenallcommercialBanksacceleratedthedevelopmentofonlinebankingandpopularizedtheapplicationstotransferthetraditionalcounterbusinessestotheonlinebankasfaraspossiblewherethecustomerscalerapidlyexpands.Thethirdstageistheperfectingstageafter2005thatdifferentcommercialBanksbegantocreateallkindsoffinancialproductsonlinewithmoreperfectandpersonalizedservices.

2.4Enterprisestrategicmanagementtheory

Enterprisestrategynotonlydeterminesthefuturedevelopmentdirection,butalsorunsthroughallkeyactivitiesoftheenterprise.Itdemandstoconstantlyadjustaccordingtothechangesofinternalandexternalenvironmentsoastoachieveitsstrategicoverallgoalintime.

2.4.1Three-stagedevelopment

Therearethreedifferentstagesoftheenterprisestrategymanagementtheory.Thefirststageischaracterizedbytherationalisminthe1960swhenmajorscholarsincludedMichaelE.Porter,KennethR.AndrewsandIgorH.Ansoff.Itisconsideredthatthestrategymeansdesign,plan,positionandnormative（Dean&Bowen,1994）.

Thesecondstageismorecomplexandfeaturedbynon-rationalismin1980sthattheenterprisestrategyismorecomplexthantherationalism.Enterprisestrategyisformedthroughexploration,test,study,opportunityandothercomprehensiveeffectsinthecaseofenvironmentaluncertainty.Therefore,theenterprisestrategyistryingandformednaturallyw