Elektronik ticarette bankaların internet stratejileri
Internet strategies of banks in electronic trade
- Tez No: 111128
- Danışmanlar: YRD. DOÇ. DR. MAHMUT HAYATİ ERİŞ
- Tez Türü: Yüksek Lisans
- Konular: Bankacılık, Banking
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2002
- Dil: Türkçe
- Üniversite: Marmara Üniversitesi
- Enstitü: Bankacılık ve Sigortacılık Enstitüsü
- Ana Bilim Dalı: Bankacılık Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 234
Özet
Özet yok.
Özet (Çeviri)
ABSTRACT Since 1994, with the application of Internet to daily life, many aspects of life has been altered. Business is one field that has felt deeply the impact of this change. Traditional value chains and business styles that has stayed the same for centuries began to change. In this torrent of change,the banks that function in many important areas of business life,are also subject to change. Technology which is the foremost element subject to change at the banks is also the main driving force in Internet development. When the technologies that enable many transactions to be done simultaneously and with less fault were introduced to banking sector, banks noted that this enabled them to lower their operational costs. This increased the demands of the banks for these new kind of technologies. The new economy firms assessing these demands developed wide range of products that could benefit the banking and other finance institutions. The most notable products among these were the ones that could carry bank transactions to the Internet. Advantages of internet has not been limited to changes in technological foundations of the banks. Technology in use and reshaped competition areas have caused radical changes in strategies, tactics and policies of banks. There has also been important changes in the newly employed work force and structure of the existing human resource policies of banks, while narrowing the staff on routine operations started to include IT professionals that will form and develop new technological basis for the bank.Banks decided to use outsourcing as well as their own resources.while reconstructing and supporting the technological basis, this has brought many problems within Banks.white lowering costs by obtaining foreign credits from expert firms were faced with difficulties in governing and inspecting.In order to overcome 4J' tti V i 4" 215these difficulties administrative, human resources and Internet technologies policies were reshaped. The most important change occurred in competition. In generalrbanking sector was a closed system but Internet triggered both the in-sector and cross- sectors competition. Banks, although has been able to reach out to larger number of people and free themselves of the geographical boundaries through internet,at the same time They faced the danger of losing their own customers to the other banks for the same above mentioned reason. As a result of this, banks entered ruthless competitions with each other in order to produce alternative products with low costs.By setting up Data Warehouses and through interactive banking applications.banks started to search for the ways of obtaining the highest income from life time value of their customers. Competition does not exist only among already existing banks.Pure Play Internet Banks.which exist only through internet transactions and non-bank financial institutions with wide range of financial products, have entered this competition. When traditional banks prefer Internet as an alternative distribution channel in order to lower their costs and to reach out to their customers.the pure play internet banks while benefiting from the advantage of having one and cheap distribution channel offer competing low cost services.On one hand.traditional banks were stow in retaining their good customers,on the other hand, Pure play Internet banks suffering lack of trust due to their only virtual existence caused these two types of banks to look for new strategies including merging and acquisition..>'.-.-r'-MM 216Bank should also pay attention to another important point ; management of the risks in most suitable way.In this new order, governing the risks has gained more importance for the banks To old definitions new definitions of risk concept are added and the necessity for forming policies and models to govern these risks has arisen. Banks to benefit from the power of Internet and to reconstruct their internal structures accordingly increases the banks strength when banks arrange their work strategy and their applications suitable to business competition.They can increase productivity in their internal structure and can become more powerful than their rivals in the market. Not having standardized technologies leads to many adverse situations in the joint projects with their strategic partners and the internal systems of the banks. The inconveniences due to the lack of standardization makes the banking system vulnerable to internal and external bad intentions. To prevent these kind of dangers banks should develop necessary management and surveillance rules Firms that has been successful in the e-business are not the firms that employ the existing methods to their best, the main reason for their achievement is bringing new perspective or new methods to what they have been doing.Banks that operate on Internet are not exempt from this rule. In order to compete and be successful in the Internet.Banks have to create new business models and to upgrade service quality through modification of value chains. This having been done bank will manage to be different than its rivals on the Internet market. Banks should sustain their success of evolved business models through creation of new brands.So this will fulfill the need for the banks to be different on 217internet. To create a brand is very important.Customers now do not go around from one branch to another in search for the best price and the quality among physical branches diffeent banks,but only visit the web sites of financial service providers. Banks should decide on their strategies through the structure of the bank.location, the customer portfolios and future expectations The strategy chosen without the above points not taken into consideration may result in great damage to bank Banks,in order to survive in the cyber world,need new strategies most suitable to their existence,creativeness, strong brands and structures incessantly open to progress. 218
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