The Study Of Commercial Bank Online Store

The development of e-Commerce in China is entering the17th yearsince1997. The once unfamiliar and doubtable business has nowchanged people’s consumption patterns and lifestyles. It has been enteringinto various fields, challenging the traditional industries again and again.In recent years, the transaction scale of e-Commerce in China has grownrapidly. According to the study of China e-Commerce Research Center,the transaction size of domestic e-Commerce has reached7.85trillionRMB in2012. Meanwhile, the transaction size of B2B market hasreached6.25trillion RMB. During the12th Five-Year period, thee-Commerce in China is settled to be one of the strategic industries.Since many3rdparty organizations began to provide commercialservices, the profits of commercial banks have been affected a lot. Moreand more commercial banks have entered into the e-Commerce industry.In2012, Bank of Communications launched the JBH online shoppingplatform. Construction Bank launched the SRSW platform. ZhongShanbranch of Bank of China launched the Cloud Shopping. And NingboBank launched the first SME exclusive financial community EJR. From the media’s point of view, commercial banks have grown thetrend of entering into e-Commerce business. Many people doubt that howlong commercial banks can go in this industry.In this paper, I first describe the current status of commercial bankonline store. Second, I use SWOT to analyze the unique nature ofcommercial banks. Third, I point out the market strategy and theimportance of building online store. The core part of this paper is theproduct strategy for commercial bank online store, covering both personalcustomers and corporate customers. I divide the strategy into generalmerchandise, platform services and financial products dimensions,analyzing how to form close links between the different dimensions.Finally, I analyze the marketing strategy of commercial banks based onthe marketing theoretical tools.In conclusion, online store is seen as an important developingstrategy for commercial bank. Relying on the advantages of financialproducts, integrating both the online and offline resources, commercialbanks will have a bright future in this area.