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中国工商银行“融e购”电商平台分析

发布时间:2019-06-21 17:01
【摘要】:在利率自由化及经济新常态的背景下,互联网公司纷纷尝试进入互联网金融领域。第三方支付平台等正在向银行业务发起挑战。另一方面,电子商务的不断普及正不断地改变人们的消费方式,银行正面临着转型升级的关键阶段。银行通过建立自有的电子商务平台,完善信息获取渠道降低信息获取成本,促进银行转型升级,在互联网金融领域竞争中取得优势地位。首先,对融e购平台进行的全面的介绍。通过深入介绍融e购平台的各项服务、运营状况及活动项目,以融e购平台B2C,B2B的角度出发,介绍了平台的运营模式及店铺入驻模式等,并进一步对融e购平台的特有优势进行了简单的介绍。其次,对融e购平台发展现状进行了深入的分析。并将融e购平台的销量与阿里巴巴、京东商城的销量比较,探索阻碍融e购平台现阶段发展的原因。深入分析阻碍融e购发展的问题,例如平台知名度较低、融e购平台市场定位不明确、销售产品的种类及范围上受到了限制、平台监管的漏洞、平台的运营规则与运营体制等有待完善等问题。此外,对工商银行开展融e购平台进行SWOT分析。通过对工商银行内部条件、外部市场环境以及竞争企业的分析:工商银行开展融e购平台在银行物理网点、资金和信息方面资源优势、以及工商银行互联网发展思维的领先的内部优势;融e购平台在知名度、产品种类、营销能力的劣势;工商银行借助融e购平台整合数据流,促进银行业务转变、扩在金融目标群体的外部机会;融e购面临的市场竞争、市场环境以及政策的外部威胁。并通过SWOT分析矩阵,为融e购平台现阶段的问题提供解决方案。通过对融e购平台的SWOT分析矩阵,为融e购发展提出完善对策。例如提高融e购平台创新能力、完善银行信息整合、转变平台营销策略、开放入驻机制、完善支付体验、差异化竞争战略、提高用户满意度及加强风险防范等对策。最后,对全文进行总结,为银行打造互联网电子商务平台提供一些意见。
[Abstract]:Under the background of interest rate liberalization and the new normal of economy, Internet companies have tried to enter the field of Internet finance. Third-party payment platforms, such as third-party payment platforms, are challenging banking. On the other hand, the popularity of e-commerce is constantly changing people's consumption patterns, banks are facing the key stage of transformation and upgrading. By establishing their own e-commerce platform, banks can improve the access channels to reduce the cost of information acquisition, promote the transformation and upgrading of banks, and gain an advantage in the competition in the field of Internet finance. First of all, the integration of e purchase platform for a comprehensive introduction. Through the in-depth introduction of the services, operation status and activities of the e-purchase platform, from the point of view of B2C, B2B, this paper introduces the operation mode and store entry mode of the platform, and further briefly introduces the unique advantages of the e-purchase platform. Secondly, the development status of e purchase platform is analyzed in depth. The sales volume of the e purchase platform is compared with that of Alibaba and JD.com Mall, and the reasons that hinder the development of the e purchase platform are explored. This paper deeply analyzes the problems that hinder the development of financial e purchase, such as the low popularity of the platform, the unclear market positioning of the platform, the limitation of the type and scope of the products sold, the loopholes in the supervision of the platform, the operating rules and operation system of the platform, and so on. In addition, ICBC carries on the SWOT analysis to carry on the financial e purchase platform. Through the analysis of the internal conditions, external market environment and competitive enterprises of ICBC: ICBC carries out the advantages of e purchase platform in bank physical network, capital and information resources, as well as the leading internal advantages of ICBC Internet development thinking, the disadvantage of e purchase platform in popularity, product types and marketing ability, and the advantages of ICBC in Internet development thinking, including the advantages of ICBC in terms of physical network, capital and information, and the leading internal advantages of ICBC's Internet development thinking. ICBC integrates the data flow with the help of e purchase platform to promote the transformation of banking business and expand to the external opportunities of financial target groups. It also integrates the market competition, market environment and external threats of policy faced by e purchase. And through SWOT analysis matrix, for the integration of e-purchase platform at this stage of the problem to provide solutions. Through the SWOT analysis matrix of the integrated e purchase platform, this paper puts forward some perfect countermeasures for the development of the financial e purchase platform. For example, improve the innovation ability of e purchase platform, improve the integration of bank information, change the platform marketing strategy, open the entry mechanism, improve the payment experience, differentiation competition strategy, improve user satisfaction and strengthen risk prevention and so on. Finally, the full text is summarized to provide some suggestions for banks to build Internet e-commerce platform.
【学位授予单位】:辽宁大学
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:F724.6;F832.2

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