中国建设银行“善融商务”运营问题研究

发布时间：2018-05-03 04:10

本文选题：善融商务 + 运营问题　；参考：《郑州大学》2014年硕士论文

【摘要】：借助于互联网和信息技术水平的提升,我国电子商务交易总额和市场规模不断扩大,成为国内经济发展和企业转型的重要推动力。随着电子商务发展环境、技术的逐渐成熟,大型电商企业将电子商务服务和金融业相结合,一方面促进了互联网金融的快速发展；另一方面,加速了“银行脱媒”,给银行业的发展带来了巨大的挑战。商业银行也不再满足于电子商务链条末端的支付结算业务,而是根据当前的市场环境进行产品服务、业务模式等方面的创新,打造综合性的电子商务金融服务平台。建设银行顺应金融业发展趋势,率先建立专有的电商平台“善融商务”,随后交通银行和工商银行分别建立了同质化的电商平台,而其他商业银行则不断完善自身的网上商城业务,在银行业内与建设银行分庭抗礼。 “善融商务”主要包括企业商城、个人商城和房e通三个板块,涵盖电子商务、金融服务业务。该平台为建设银行开拓了市场,创造了新的发展动力和利润,降低了银行和商户的运营成本,同时为建设银行提供了客户交易核心数据和金融创新平台。“善融商务”的运营面临着宏观环境、行业环境和内部环境,因此建设银行要把握住有利的宏观政策和技术,认清行业中的多方参与者,能针对自身特点扬长避短。目前“善融商务”处于发展的初期阶段,虽然能有效控制组织机构、盈利能力、商户质量和平台风险,但与大型电商企业苏宁易购相比,其在市场定位、组织机构、产品服务、盈利模式、风险控制方面仍存在缺陷,主要问题表现在五个方面：用户体验有待提升、金融创新力度不够、平台营销方式单一、机制体制需要调整和缺乏有效法律监管。针对上述问题,建设银行需要强化平台内容建设、加大金融创新力度、采取多样化的营销方式、转变业务发展模式、完善互联网金融法律监管,促使“善融商务”进行全面改善,从而给客户提供高质量的电子商务金融服务。
[Abstract]:With the help of the improvement of Internet and information technology, the total amount of e-commerce transactions and the market scale in China are constantly expanding, which has become an important driving force for the development of domestic economy and the transformation of enterprises. With the development environment of electronic commerce and the gradual maturity of technology, large e-commerce enterprises combine e-commerce services with the financial industry. On the one hand, it promotes the rapid development of Internet finance; on the other hand, it accelerates the "bank disintermediation". The development of the banking industry has brought great challenges. Commercial banks are no longer satisfied with the payment and settlement business at the end of the chain of electronic commerce, but create a comprehensive electronic commerce financial service platform according to the current market environment, such as product service, business model innovation and so on. In line with the development trend of the financial industry, China Construction Bank took the lead in setting up a proprietary e-commerce platform, "good Finance Commerce". Subsequently, the Bank of Communications and the Industrial and Commercial Bank of China established a homogeneous e-commerce platform. While other commercial banks continue to improve their online Mall business, in the banking sector and Construction Bank rival. "good financial commerce" mainly includes enterprise mall, personal mall and room e-pass, covering e-commerce, financial services business. The platform has opened up the market for CCB, created new development power and profit, reduced the operating cost of banks and merchants, and provided CCB with customer transaction core data and financial innovation platform. The operation of "good financial commerce" is faced with macro environment, industry environment and internal environment. Therefore, the construction bank should grasp the favorable macro policy and technology, recognize the multiple participants in the industry, and be able to take advantage of its own characteristics and avoid its weaknesses. Although it can effectively control the organization, profitability, business quality and platform risk, compared with the large e-commerce enterprise SUNING, it is in the market positioning, organization, product and service. There are still some defects in profit mode and risk control. The main problems are: the user experience needs to be improved, the financial innovation is not enough, the marketing mode of platform is single, the mechanism and system need to be adjusted and lack of effective legal supervision. In view of the above problems, China Construction Bank needs to strengthen the construction of platform content, increase the intensity of financial innovation, adopt diversified marketing methods, change the mode of business development, and improve the legal supervision of Internet finance. Promote comprehensive improvement to provide high-quality e-commerce financial services to customers.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33

【参考文献】