Research On Competitive Strategy For E-Commerce Platform Developed By Bank Of Lanzhou

With China’s entry to the WTO, the banking industry is constantly open to the overseas. Especially after 2006, some foreign banks began to operate RMB business, which causes growing competition among banks and increasing higher level demand from customers. Commercial banks improve its core competitiveness through the intervention in e-commerce, in order to improve the market share and increase new profit point. E-commerce business plays an important role in relieving the pressure of front counter, innovating financial service and increasing the income of intermediate service. Therefore, how to accurately pave the e-commerce strategic line of commercial bank in order to occupy dominant position in the fierce competition, which becomes the top priority of commercial banks.The paper mainly considers e-commerce’s practical application in commercial banks. Through reviewing elementary theory knowledge of electronic commerce, on the basis of comprehensive research in electronic commerce development at home and abroad, it applies "PEST" method combining with "SWOT" method and "Michael Porter’s Five Forces Model" to analyze external environment and internal condition for electronic commerce development. At last, on the basis of this result, Chinese commercial banks need adopt differentiation strategy, supported by a diversified business strategy, product development strategy, alliance strategy, brand strategy and communication strategy. And at last, we list the specific implementation steps.