h银行网上银行业务竞争策略分析-competitive strategy analysis of h bank online banking business.docx

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h银行网上银行业务竞争策略分析-competitive strategy analysis of h bank online banking business.docx

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h银行网上银行业务竞争策略分析-competitive strategy analysis of h bank online banking business

AbstractResearchonthecompetitivestrategyofHBankInternetbankingbusinessResearchonthecompetitivestrategyofHBankInternetbankingbusinessAbstractWiththerapiddevelopmentofinformationtechnologytrendsandthequickaccelerateofsocialandeconomictrends,moreandmorebankuseTechnologyInnovation-networktechnology,makebankingande-commercetoachieveperfectcombine.onlinebankinghasbecomethefocusofcompetitioninthedomesticcommercialbanksone.Indecades,domesticbanksonlinebankinginChinahaveofferedtosettletheonlinebankingservicewaysfromtheprevioussingle,simplistictothediversifiedandcomplicated.Afterdecadesofdevelopment,onlinebankinghascoveredalltypesoflargeandsmallbanks,andwidelyacceptedbyconsumers.Internetbankingisanimportantmethodtocommercialbanktoexpandthespace,reduceoperatingcosts,diversioncounterpressure,enhancecorecompetitiveness,alsoanimportantmeansofimprovingthequalityofserviceandserviceefficiency,forwhichthebanksonlinebankingcompetitionisveryfierce.Firstthispaperintroducestheconceptofonlinebanking,thefeaturesofonlinebankingonlinebankingsbusinessmodel;secondlythispaperresearchthedevelopmentdirectionofdomesticandforeignresearchonlinebanking,trends,analysisoftheopportunitiesandchallengesofHBanksonlinebankinginthemacroenvironment;ThenusetheSWOTanalysis,thePESTanalysis,combinedwithcustomersurveystoidentifyHBankonlinebankingsadvantagesanddisadvantages;integratecommonlyusedproductpricesstrategyinmarketing,customersegmentationstrategyandbrandstrategy，tofindthebestonlinebankingHmarketingmethods.ThispapertheoreticalanalysismanyHBankonlinebankingsdefectslike:Unevendevelopment、lackofbrand、similarproducts、Theuseofanarrowrange、Marketingfatigue、customersrelationshipsmanagementsandsecurityquestionsofonlinebanking.ProposedHBankhastoinvestedheavilyinadvertising,establishanE-BANKimage,IIResearchonthecompetitivestrategyofHBankInternetbankingbusinessAbstractidentifythemarketposition.Incustomerrelationshipmanagement,HBankhastopayattentiontoidentifycustomergroups,customerdifferentiationanalysis,enhancecustome