工商银行网站互动服务功能竞争力分析

Competitiveness of Online Interactive Service of ICBC

本文采用SWOT分析方法,分析了工商银行网站互动服务功能的优势、劣势、机会、威胁,从而了解其竞争力特点和整体竞争环境的态势。在此基础上,分别从工商银行网站服务功能未来发展的增长性、多元化、扭转型和防御型等多个战略角度,提出了以下对策和建议:利用工商银行品牌效应、利用新技术和创新功能引领并拓展更加广阔的市场需求;积极借鉴同业创新思维、采取多种形式的宣传和客户体验活动维持与客户的良好互动;通过技术的升级与换代降低开发和运行成本、优化人力资源配置;整合优化相关工作流程、引进具有同业经验的尖端技术人才和卓越管理人才等。

With SWOT approach, this paper analyzes the strengths, weakness, opportunities and threats of online interactive service of ICBC to get acquainted with its competitiveness characteristics and the competitive situation. On the basis of above-mentioned analysis, the paper puts forward a series of suggestions from several strategic angles which decide the future development of online service of ICBC, such as growth potential, diversification, upgrade and defense. First, ICBC can make full use of its brand effect, new technologies and innovative functions to lead and expand market demand. Second, ICBC should actively draw the innovative thinking of peers for reference, and adopt various promotion and customer experience activities to maintain the favorable interaction with customers. Third, timely upgrade of technology can reduce development and operation costs and optimize human resource allocation. The last but not least, ICBC has the necessity to integrate related working process and attract more professional talents with banking technology experience and excellent executives.