本论文主要是站在山东省农村商业银行的角度上来进行分析，将所收集到的理论知
识运用到实践当中来进行证实。在论文中通过多种研究方法，比如调研法、文献法等来
进行研究：第一，论文首先针对电子银行的发展大环境进行了一个概述，分别通过国内
外的具体情况来对电子银行的发展进行了一个具体的分析，针对当前的问题提出了本文
研究的主要内容、研究的方式和解决办法等。第二，本文站在竞争的角度上，分析了光
大电子银行当前呈现良好发展态势的原因，将其和山东省农村信用社进行一个对比，找
出了山东农村信用社当前发展电子银行的问题借此机会，针对山东农村信用社发展的内
外环境进行了一个具体的分析和深入调查，得出了结论，认为从当前的整体状况出发是
有利于电子银行可持续性发展。第三，从银行内部办理的业务来进行分析，不断地根据
现实情况来开展新的业务和提升工作人员的业务素质，以增加客户对电子银行业务的信
赖与支持，而且也充分发挥了内部资源的优势。近年以来，该行的在电子银行的发展过
程中，不断的进行着创新和完善，在安全问题上也不断的进行着巩固和提高
关键词：农村信用社；电子银行；核心竞争力；提升策略CORE COMPETITIVENESS OF SHANDONG
RURAL CREDIT COOPERATIVES
ELECTRONIC BANKING
ABSTRACT
Twenty-first Century is the era of network economy. With the continuous development
of network technology, network finance came into being. Electronic banking is the core of
network finance, either now or in the future, the development will lead the entire financial
sector, especially in recent years, the development of electronic banking business momentum
is strong, regardless of the number of customers or the replacement rate is rising. But the
rapid development of the Internet in the major commercial banks to bring huge opportunities
at the same time, also makes the development of the banking model tends to be similar; also
the openness of the network and banking security and confidentiality requirements have a
certain degree of conflict. Therefore, how to occupy the market in the network economy era
of rapid development, the relationship between efficiency and security, how to balance the
development of electronic banking, how to build core competitiveness of electronic banking
business, which is a key problem of commercial banksneed. Shandong rural credit
cooperatives have long been aware of the unlimited prospects of electronic banking, and
actively respond to the rapid development of electronic banking business. However, due to
the size of the small banks, the shortcomings and deficiencies of the electronic banking
business has brought some adverse effects. Therefore, Shandong rural credit cooperatives
need to accurately predict and grasp the market dynamic, recognizing the deficiencies and
advantages of their own, learn from each other, forming the core competitiveness of its own
characteristics, the difference in development strategy in the fierce competition in the rapidly
expanding market share and lasting.
The study is based on the theory and practice of the idea, according to the theory of
competitive strategy, core competence theory, by using the method of example research
method, literature research method, firstly analyzes the background of the development of
electronic banking and research significance, summarizes the research status at home and
abroad, put forward the main contents, research ideas and research methods. Secondly, it
introduces the theory of core competence and the theory of competitive strategy. Again
analyzes the development background and development status quo of China Everbright Bank
Electronic, by comparing the short board of Shandong rural credit cooperatives electronicbanking business, and analyzes the causes of the main problems existing in Shandong rural
credit cooperatives electronic bank in the process of development and problems. According to
the present situation and development of electronic banking, electronic banking of Shandong
Rural Credit Cooperatives Development in the political environment, economic environment,
cultural environment and social environment are analyzed. The analysis shows that the
current environment is conducive to the development of electronic banking. In the final
analysis of the core competitiveness of Shandong rural credit cooperatives of electronic
banking, starting from the analysis of the main business, and then analyzes the internal
activities, finally according to the core competence of excellent customer experience and
excellent ability to innovate, to constantly improve the value chain optimization, specifically
to the electronic bank construction should tilt resources, dig together the advantages of
forming brand, innovation driven to tap the potential demand, increase mobile financial
construction, strengthen risk prevention aspects to strengthen and consolidate the core
competitiveness. In addition to the lack of marketing ability, to carry out propaganda and
promotion work from the mobile phone client, using telephone banking, pay attention to
micro-blog and micro film and other new channel improvement scheme was proposed.
KEY WORDS: rural credit cooperatives, electronic banking, core competence, promotion
strategy目 录
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