Case Study Of ICBC's E-Commerce Platform Rong E Gou

Development of Internet technology has brought the birth and the prosperity of the Internet finance. Emerging Internet financial model in many ways of payment, financing networks, information gathering and other traditional business is taking banks in the challenge, and the attendant is becoming obvious "financial disintermediation" Phenomenon. For this phenomenon, many domestic commercial banks have gone into the field of Internet finance, e-commerce as entry point, and gradually enrich and improve the Internet banking platform, and strive in the age of the Internet industry, having a stronger competitiveness. Among them, the Industrial and Commercial Bank of "Rong e gou" electronic business platform as the banking system's rising star power to produce an impressive report card.In this paper, the process of ICBC's "Rong e gou" electronic business platform, for example, try to restore the Industrial and Commercial Bank of China to actively explore the Internet and financial services practice, summarize the lessons learned in the development process, both discover the advantages also pointed out the problem, trying to, for ICBC as well as other commercial banks, provide a reference in the future development of electronic commerce.From internal operations, external environment, two aspects of the "Rong e gou" electronic business platform for analysis:analysis of internal operations including business model, operational data and user experience research; the external environment analysis using PEST and Porter's Five force model analysis "Rong e gou" electronic business platform which the macroeconomic environment and industrial environment.Finally, the paper concludes that the commercial banks to carry out financial business Internet is the trend, Industrial and Commercial Bank to "Rong e gou" electronic business platform to enter the field of electronic commerce, make full use of their own strength and advantages of bank credit, but excessive dependence on financial services sales of financial products, and did not give full play to the driving effect of electronic business platform. Meanwhile, the paper, through analysis and investigations, recommends that the ICBC"s "Rong e gou" platform for electronic business should be customer-centric, and enhance the user experience to meet our customers'differentiated and personalized needs.