Research On The Development Strategy Of "ShanRong Business" Of China Construction Bank

The banking system are facing tough pressure to survive with economic slowdown, less gap of deposit and loan and the thriving internet-based financing. Therefore, many commercial banks tend to find new profit growth beyond traditional deposit and loan business. Then the e-commerce becomes a great opportunity and challenge for them. At the same time, how to develop the e-commerce with distinguished financial characteristics comes to be the research focus because of its important theoretical and practical significance:on one hand, the exploration of the features of bank e-commerce model is conducive to the overall development of the discipline of economics of e-commerce and enrich the management theory of financial e-commerce; on the other hand, it is beneficial to the successful transformation of banking business.The paper introduces the traditional E-business expand from goods services to financial services, the development model of banking E-business, the necessity and feasibility of banking E-business development firstly, Then follows the scope, the achievement and the problems of the "Shanrong business" of China Construction Bank, the summery of macro environment for "Shanrong business" with the PEST analysis, combined with the intenal environment analysis,obtain the strategic analysis for "Shanrong business" with SWOT analysis model. It further puts forward that banking e-commerce can grasp a lot of transaction data and deal with the asymmetry information between the bank and the enterprise in the traditional credit based on the business-oriented difference between the banking e-commerce and the traditional e-commerce. The author then proposes the development strategy, namely the expansion development and dislocation development strategies. In the end, with the analysis of the safeguard implementation for "Shanrong business" from internal and external aspects and the looking forward to the development of banking e-commerce. The author puts forward the innovation ideas of the financial services for e-commerce. Then the conclusion is drawn:the necessity and feasibility of development of banking e-commerce determines that the banks have to vigorously develop e-commerce:one side, strengthen strategic advantage by the expansion of the quantity; on the other side, truly form a new business and profit model by developing comparative advantages in the e-commerce market and establish a consuming and purchasing platform for financial platform, which integrated with selling and marketing as well as financing and payment.In this paper, many e-commerce enterprises and banking e-commerce enterprises are researched. The author chooses successful ones and the e-commerce platform of the top5banks as the objects in order to grasp a comprehensive development of the whole industry. The comprehensive use of PEST analysis and SWOT analysis model, makes a targeted analysis in the chapter of strategy analysis,that is the expansion development and dislocation development strategies. In addition, based on some knowledge of credit,make targeted suggestions for banking e-commerce in financing. Now the author works in China Construction Bank,so has more profound feelings with the rapid changes in banking environment.The author has engaged in the promotion and development of electronic banking business, more targeted actions have been taken in the process of instance selection and strategic analysis.