Study On The Strategies Of Electronic Commerce Payment In Agriculture Bank Of China Fujian Branch

With the improvement of clectronic commerce(EC) environment and the increasing number of internet users in recent years,electronic commerce is growing fast in China.As a new industry,EC is attracting more and more attentions due to its huge market and prosperous future.EC payment is a key step in the development of EC.In this paper,based on the current situation of electronic commerce and EC payment,goals of EC payment in the Agricultural Bank of China,I firstly point out the current status and difficulties faced by the Agricultural Bank of China Fujian Branch through the study of vivid marketing cases.To resolve those questions,I analyze strengths,weaknesses,opportunities and threats of the Agricultural Bank of China.At the same time,through investigation we found that medium and small enterprises is"the long tail"of chinese market,supplier and customer distrust each other,they need a independent party to provide credit guaranty.Bank is fit to play the role.Such credit system is similar to"zhifubao"which is very successful.But bank can provie greater credibility than"zhifubao".We propose that we would copy the operation pattern of"zhifubao",and under the direction of such strategies,we push out new EC credit payment platform,initiate the bule ocean market of EC.And then I introduce the basic process of new EC credit payment platform promoted by the Agricultural Bank Of China.Finally,I argue that the advantage of this new platform is that it breaks through the traditional pattern of B2B EC capital real time liquidation by providing credit insurance for middle and small enterprises when they use the EC payment.So it is also a new try for banks to penetrate and control the process of EC.In this paper,considering the characteristics of Fujian local EC markets and their clients,I propose the following tactic aiming at serving the agriculture, countryside and peasant(Salt Nong) promoting a new development of EC payment by utilizing the breakthrough of EC crcdit payment platform,attracting middle and small enterprise as clients of EC,forming a specific development pattern and comparatively advantages of Agricultural Bank Of China's EC payment business, opening blue market of EC payment,and boosting a new development of EC.At the same time,I also give the detailed suggestions and policy supports about how to speed the development of EC.Finally,I forecast the implementation effect of these strategies and their shortages in its future application,which has guidance significance in the development of Agricultural Bank Of China Fujian Branch's EC payment business.