建设银行“善融商务”平台营销策略研究

发布时间：2018-01-24 17:37

本文关键词： 善融商务营销金融产品　出处：《安徽财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,伴随着互联网金融的新兴,各大电子商务平台纷纷依靠自己平台上的数据涉足金融领域,抢占了银行的一些基础业务,典型的代表是支付宝等第三方支付平台,此类平台逐渐挤占网上银行支付市场,给传统银行业遭受巨大打击。并且这些平台所拥有的客户数据正是银行所需要的,而银行是无法共享这些客户数据的,造成银行严重脱媒。作为五大行之一的中国建设银行意识到面对如此严峻的市场形势,必须要挖掘客户资源,不再仅仅只是提供基础的支付、转账、结算等业务,纷纷开始进入电子商务领域,于是2012年6月初次推出“善融商务”电子商务平台,此平台的终极目标在于依托电商平台的大数据来营销该平台上金融产品以及提供相应的金融服务。虽然“善融商务”发展四年多时间内取得一定的成果,比如许多知名企业成功入驻建设银行“善融商务”网上商城,但银行对于发展电子商务平台还是缺乏经验。在此背景下,首先对建设银行“善融商务”平台经营现状以及行业发展状况进行分析,得出目前此平台各项经营指标稳步增长但增长幅度较小,商品数量少且业务分类不明确以及认知度较低,并分析了建设银行“善融商务”平台现行营销策略,在产品方面,普通商品设计不专业且品种单一,金融产品创新力度不足;在价格方面,未根据具体环境定价;在渠道方面,部门之间以及客户维护力度不够;在促销方面,平台知名度太低以及缺乏专业的促销人员;针对这些现状也对营销策略进行了一些优化措施,产品上,以普通商品为基础,以金融产品为核心,加大金融产品创新力度;在价格上,入驻商城坚持零成本原则,对商户采取关系定价,金融产品采取LPR定价;在渠道上,分析大数据,引进金融-营销复合型人才;在促销上,“推拉结合”式促销且创新营销宣传方式。得到了一些结论与启示,希望为商业银行未来发展电商业务以及通过平台营销金融产品提供一些思路。
[Abstract]:In recent years, with the emergence of Internet finance, the major e-commerce platforms rely on their own data to get involved in the financial field, preempting some of the basic business of banks. Typical representatives are third-party payment platforms such as Alipay, which gradually crowd out the online banking payment market. To the traditional banking industry suffered a great blow. And these platforms have customer data that banks need, and banks can not share these customer data. As one of the five banks, China Construction Bank has realized that in the face of such a severe market situation, it is necessary to tap customer resources, no longer just to provide the basis of payment, transfer. Settlement and other business, have begun to enter the field of e-commerce, so in early June of 2012 launched "good business" e-commerce platform. The ultimate goal of the platform is to rely on the e-commerce platform of big data to market the platform's financial products and provide the corresponding financial services. For example, many well-known enterprises have successfully entered the online mall of China Construction Bank (CCB), but the banks still lack experience in developing e-commerce platforms. First of all, the operating status and industry development status of "good financial commerce" platform of China Construction Bank are analyzed, and the results show that the current operating indicators of the platform are growing steadily, but the growth rate is small. The quantity of goods is small, the classification of business is not clear and the degree of recognition is low. This paper also analyzes the current marketing strategy of "good Finance Commerce" platform of China Construction Bank. In terms of products, the design of ordinary commodities is not professional and the variety is single. The innovation of financial products is insufficient; In price, not according to the specific environment pricing; In the channel, the maintenance between departments and customers is not enough; In terms of promotion, the platform is too well-known and lack of professional salespeople; In view of these present situation also carried on some optimization measures to the marketing strategy, the product, takes the ordinary commodity as the foundation, takes the financial product as the core, strengthens the financial product innovation dynamics; In terms of price, the resident Mall adheres to the principle of zero cost, and adopts the relationship pricing to the merchants and the LPR pricing to the financial products. In the channel, analyzes big data, introduces the finance and the marketing compound talented person; In the promotion, the "push-pull combination" type promotion and the innovation marketing propaganda method, has obtained some conclusions and the enlightenment, hoped for the commercial bank to develop the electronic commerce service and the marketing financial product through the platform to provide some ideas.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F274

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