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n order to supply a background of the study, focusing specifically the marketing potential of this new form of financial service. Then the market preparation of China’s Internet banking is analyzed by the application of the data of E-commerce started in Guangzhou at the beginning of the 1980’s. Following this analysis, the author tries to build up a workable evaluation tool for the judgment of the online banking service as a whole, paying specific attention between the natural relationship between the customers and the provider of the banking services. Here an emphasis about the managerial as well as marketing principle is introduced to the reader, i.e., the customer-oriented service and the importance of gaining profits and market share for modern financial enterprise. At last, the general characteristics of China’s online banking service is summarized in order to generalize the endeavors of China’s financial organizations to adopt suitable strategies to improve the relationship between the enterprise itself and the customers. In the meanwhile, some typical examples of representative banks in transferring marketing strategies is clarified in order to build up a panoramic view about the humane method taken by these financial organizations to develop the industry.
Key words: IT Technology; Internet Bank; E-commerce; E-business

References:

A transaction document DL34/01/84 used by the Nottingham Building Society has a printed footnote: 'HOMELINK - The world's first electronic Building Society Service operated from the customer's home - is available through Nottingham Building Society in association with British Telecom and the Bank of Scotland. Homelink is a Trade Mark of Nottingham Building Society'

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