The Analysis Of ICBC's Internet E-commerce Platform

In the context of Interest Rate Liberalization and New Normal of Chinese Economy,Internet companies have tried to enter the field of Internet finance.Third-party payment platforms are being challenged with bank. On the other hand, the spread of e-commerce is constantly changing people's consumption patterns. Banks are facing this transformation and upgrading of the critical stage. Banks try to establish its own e-commerce platform, to improve information gained and help banks to transformation and upgrading. In addition, it helps to gain a dominant position in the competition in the financial sector.Firstly, the overall introduction to the Mall of ICBC will be conducted.Furthermore, the services,operating status and service items of ICBC's Mall platform will be involved. In the views of B2B, B2C, the operation and the shop entry mode will be introduced. In addition,it will simply describe to the unique advantages compare with others.Secondly,it deeply analyzes the ICBC's Mall platform. Will melt the ICBC's Mall platform and Alibaba, JD Mall sales comparison, in order to explore the ICBC's Mall platform facing problems of hinder the development,the comparison among ICBC's Mall and Alibaba, JD. Such as low level on platform visibility, ICBC's Mall market positioning mixture, the scope of the product limited, platform monitoring failure and the problems of platform operating rules and operating system.Thirdly, SWOT analysis is carried out on ICBC's platform analysis. Through the analysis of the market environment and the competitors,it is found that the advantages of ICBC's financial, spots, capital and information resources, as well as the leading idea of ICBC's Internet development; The disadvantages of visibility, product range and marketing; the opportunity of transformation; the threat of market competition and the market environment, etc. in addition,the SWOT matrix analysis for the ICBC's Mall which will provide solutions to the current problems.Through the analysis of the SWOT matrix analysis, it proposes some solutions to the problems which hinder the development for ICBC's Mall. Such as improving the innovation, payment experience, customer satisfaction the ability of integration of banking information, transforming the marketing strategy to ICBC's platform, opening mechanism for shop entry,differentiating competition strategy,and strengthening risk prevention.Finally,it summarizes the whole paper and provides some advices for the bank who wants to build the Internet e-commerce platform.