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 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
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