中国工商银行“融e购”电商平台分析
[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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