The Reseach On Marketing Strategy For ShanRong E-shop Of Jilin Construction Bank

With the improvement of informatization level，E-shop platform is increasinglyimportant in bank business and people’s life, while as the hub of the economy, it isinevitable for bank industry to start and develop E-shop platform. So manycommercial bank start to do E-shop. Meamwhile, according to<the country’s12thFive-Year Plan>, E-shop will become a very important part of strategic emergingindustries during the12th Five-Year of our country. The development of E-shop is anopportunity for commercial bank, and it is also a challenge, With the good prospectof E-shop, commercial bank have its own E-shop platcorm is a inevitable trend.Justunder such a background, China Construction Bank is also aware of the urgency andimportance of conducting E-shop business, keep up with the pace of economicdevelopment, become one of the commercial banks who are early to develop E-shopplatform.“ShanRong” electronic platform project have helped China ConstructionBank to broaden the business channel, enhance its competitive power since itsfoundation. But it also has many problems during its operation, which restricts thefurther development of China Construction Bank.“ShanRong” electronic platformgoes into a bottleneck instead of going into success.Jilin Construction Bank focuses on developing features of jilin province, basedon the concrete situation of jilin province, introduces southern specialty andadvantage projects and products for personal and corporate clients in jilinprovince to promote the development of Jilin Construction Bank E-shopbusiness, however, may form a financial E-shop business wiith characteristic of jilinprovince. This paper is based on the relevant theory and global development of electroniccommerce, studied on rise and development of electronic commerce project ofcommercial bank in our country, and take “ShanRong” electronic platform project asthe main object. This paper fully analyzed the status of the “ShanRong” electronicplatform project of China Construction Bank, findout the problems in thedevelopment of the project, put forward the countermeasure proposals according totheories and situation of “ShanRong” electronic platform project, moreover, thispaper also make a strategic programming for “ShanRong” electronic platformproject of China Construction Bank. In the last, this paper consider the E-shop willbe the key of the development of commercial bank in the future in our country.