工商银行电商平台融e购运营策略研究

发布时间：2018-01-19 03:09

本文关键词： 融e购电子商务工商银行运营策略　出处：《北方工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：传统电商针对金融市场的布局,使银行业意识到业务经营面临着前所未有的挑战。即便传统银行在线下业务、金融专业能力、资本和客户基础领域占有先决优势。但电商巨头们的倒逼,客户体验的便捷要求、融资困难的现状等因素迫使银行不得不在金融创新的背景下转型。通过搭建电商平台将商品流、信息流、资金流有效整合起来,实现外部合作资源和社会资源的优化和配置。与此同时,银行电商的纷纷兴起使得商品和服务愈发同质化,仿佛并没有给工商银行在电商经营领域带来多少优势。2012年建设银行"善融商务"上线,此后交通银行"交博汇"、中国银行"中银易商"等平台迅速崛起。"融e购"处在互联网电商和银行电商的夹缝中必须要提升运营水平,并通过交易数据的分析掌握消费者行为偏好和了解客户资金需求。"融e购"平台搭建的目的不在"商"而在"融",以撮合商户和消费者交易的形式来拓展银行中间业务。本篇论文从电子商务的发展和我国电子商务的运营现状着手,通过对"融e购"运营情况和环境分析,指明工商银行的在品牌、支付、客户资源、信息安全方面的优势,以及在运营策略中差异化,物流、服务方面存在的劣势。全文以"融e购"运营环节与互联网电商"阿里巴巴"、"京东商城"以及银行电商"善融商务"、"交博汇"进行比较分析。得出"融e购"在平台监管、客户服务、营销宣传方面存在的问题,并在第六部分给予了相应解决措施方案。最后,经综合考虑"融e购"电商平台的运营现状和问题分析,以及互联网金融的发展前景,得出工商银行涉足电商领域是必要的转型。以后更要发挥其银行电商特色,打造成运用互联网思维,深入开展数据发掘工作,努力提升用户体验好感的一站式服务平台。经分析确认未来的电商运营是全供应链形式,在这里不但可以解决买卖双方的交易需求,而且相关联环节也都有专业的团队参与进来,力求形成产供销、资金运作、售后服务一体化的成熟"融e购"电商运营业态。
[Abstract]:The layout of traditional e-commerce for the financial market makes the banking industry realize that business management is facing unprecedented challenges. Even if traditional banks leave the line of business, the financial professional ability. The capital and customer base field has the first advantage. But the e-commerce giant's downfall, the customer experience convenient request. Financing difficulties and other factors forced banks to transform in the context of financial innovation. Through the establishment of e-commerce platform to effectively integrate the flow of goods, information flows, capital flows. At the same time, the rise of bank e-commerce makes the goods and services more homogeneous. It does not seem to have brought many advantages to ICBC in the field of e-commerce business. In 2012, China Construction Bank "good financial business" went online, and since then, Bank of Communications "exchange exchange". Bank of China "Bank of China" and other platforms, such as the rapid rise, "Ronge purchase" in the Internet e-commerce and banking e-commerce in the gap between the need to improve the level of operation. And through the analysis of transaction data to grasp consumer behavior preferences and understand customer funding needs. The purpose of the platform is not "business" but "finance". This paper starts with the development of E-commerce and the current situation of E-commerce operation in China, through the analysis of the operation and environment of "E-purchase". Identify ICBC's advantages in brand, payment, customer resources, information security, and differentiation in operational strategies, logistics. The disadvantages of service. The full text is "eBuy" operation link and Internet ecommerce "Alibaba", "JingDong Mall" and bank ecommerce "good business". Through comparative analysis, we get the problems in platform supervision, customer service and marketing promotion, and give the corresponding solutions in 6th. Finally. After a comprehensive consideration of the "E-purchase" e-commerce platform operating status and problem analysis, as well as the development of Internet finance prospects. Industrial and Commercial Bank of China (ICBC) is a necessary transition in the field of e-commerce. In the future, it is necessary to give play to its characteristics of e-commerce, to build into the use of Internet thinking, in-depth data mining work. The analysis confirms that the future e-commerce operation is a full supply chain form, which can not only solve the transaction needs of both buyers and sellers. And related links are also involved in professional teams, and strive to form a production, supply and marketing, capital operation, after-sales service integration of the mature "melt e purchase" e-commerce business.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F832.33

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