中国建设银行“善融商务”营销环境分析与策略研究

发布时间：2018-06-24 14:03

本文选题：善融商务 + 银行　；参考：《安徽大学》2014年硕士论文

【摘要】：随着电子商务市场竞争的日趋加剧,银行也察觉到内外部压力,四大国有银行之一中国建设银行尝试提供“非金融”服务的战略举措,推出了电子商务平台一“善融商务”。“善融商务”直接面向有电子商务需求的客户,提供了B2C商城、B2B商城、“房e通”以及其它电子渠道服务业务。“善融商务”主要目标是搭建以资金流为核心,整合信息流、物流于一体的综合性电商金融平台,突出建设银行在支付结算、信贷融资等方面的优势。“善融商务”通过为客户提供产品展示、信息发布、交易撮合、资金结算、支付监管、信贷融资、物流服务、社区互动等综合服务,为建设银行创造新的市场机遇和利润空间,更好的满足网络经济下客户的金融服务需求。随着“善融商务”的建设和实施,中国建设银行也面临着一些新的问题,例如,如何发挥好善融对中国建设银行传统业务的支撑作用?如何发展电子商务业务衍生的金融服务,为中国建设银行带来直接收益,同时获得更大的收益?如何利用该平台更好地开展营销推广,从而能够更好地获取客户的金融需求,增加客户粘性,提升银行的间接收益?等等。本论文针对“善融商务”营销需求,通过对善融客户、善融商户、外部相关资料收集,内部相关部门座谈交流,对“善融商务”的策略、运营、客户体验、服务及技术进行了调研,并对“善融商务”营销环境进行了分析。本论文运用SWOT分析方法,讨论了基于“善融商务”的营销的优势、劣势、机会和威胁。在此基础上,总结了“善融商务”营销中存在的问题,并结合我国银行电子商务的发展现状,提出了若干改进策略和建议。最后,本文还讨论了当前“善融商务”的实施实例,给出了若干实施措施和结果,总结了实施过程中的一些经验和教训。本文的研究围绕着银行发展电子商务的实际需求,提出了优化“善融商务”营销管理的策略和建议,对于提升“善融商务”平台的市场竞争力、改善客户体验、完善运营能力具有重要的价值,对于企业的未来发展和市场竞争力提升也具有一定的参考价值。
[Abstract]:With the increasing competition in e-commerce market, banks are aware of the internal and external pressure. China Construction Bank, one of the four state-owned banks, has tried to provide "non-financial" services, and has launched a "good financial commerce" platform. "good Rong Commerce" directly for customers with e-commerce needs, provide B2C Mall B2B Mall, "FangeTong" and other electronic channel service business. The main goal of "good Finance Commerce" is to set up a comprehensive e-commerce financial platform which takes capital flow as the core, integrates information flow and logistics, and highlights the advantages of construction bank in payment and settlement, credit financing and so on. By providing customers with integrated services such as product presentation, information dissemination, dealmaking, fund settlement, payment regulation, credit financing, logistics services, community interaction, etc., "good Finance Business" creates new market opportunities and profit margins for CCB. Better meet the financial service needs of customers under the network economy. With the construction and implementation of "good Finance Commerce", China Construction Bank is also faced with some new problems. For example, how to give full play to the supporting role of good finance to the traditional business of China Construction Bank? How to develop the financial services derived from e-commerce business to bring direct benefits to the China Construction Bank and obtain greater benefits at the same time? How to make use of the platform to carry out marketing and promotion better, so as to better obtain the financial needs of customers, increase customer stickiness, and enhance the indirect income of banks? Wait This paper aims at the marketing demand of "good finance business", through collecting the relevant information from outside, discussing and communicating with the internal relevant departments, the strategy, operation, customer experience of "good finance business", through the collection of good financial customers, good financial merchants, external relevant data collection, internal relevant departments, discussion and exchange, The service and technology were investigated, and the marketing environment was analyzed. In this paper, SWOT analysis method is used to discuss the advantages, disadvantages, opportunities and threats of marketing based on "good Business". On this basis, this paper summarizes the problems existing in the marketing of "good Business", and puts forward some improvement strategies and suggestions according to the present situation of the development of bank e-commerce in China. Finally, this paper also discusses the current implementation of "good financial commerce", gives some implementation measures and results, summarizes some experiences and lessons in the process of implementation. The research in this paper focuses on the actual demand of the bank's development of electronic commerce, and puts forward the strategies and suggestions to optimize the marketing management of "good financial commerce", which will enhance the market competitiveness of "good financial commerce" platform and improve the customer experience. Improving the operation ability has important value, and also has certain reference value for the future development of enterprises and the promotion of market competitiveness.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F274

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