Research On The Marketing Srategies Of "Shanrong Business" Platform Of China Construction Bank

China Construction Bank will take network financial strategy as the one of the core carries for the planning of transformation that turns traditional banking services to a comprehensive financial service mode.This strategy is made to cope with the repaid development of the internet economy and implement the idea of innovation,coordination,green,open and sharing which was mentioned in "the 13th Five-Year Plan".China Construction Bank has numerous developmental plans based on their core philosophies of "wisdom,ecology,and coordination" including prioritizing customers,taking advantage of "Internet+" thinking and technology,and applying big data applications to reconstruct CCB,so that CCB will be able to lead the e-commence platform.China Construction Bank is trying to build a new network financial system,which will start a "product factory" including financial products such as payment settlement,credit financing,financial investment,and the third party as well as a variety of non-financial services.Using "Shanrong Business" as an exhibition and trade center,connecting online and offline supplies,it will also bring financial products and services to customers' applications in order to provide comprehensive online and offline services.This thesis,taking China Construction Bank "Shanrong Business" as an example,relates reality to service and marketing theories,and analyze the main competitors using PEST which also exist in the same macro and business environment as Shanrong Business.This paper also researches on the its advantages,disadvantages,chances and challenges with SWOT and organizes its marketing situation from the seven aspects of the service and marketing combination which are products,price,place,promotion,personal,physical evidence and service in order to find and analyze and solve the problems,make a series of scientific and effective marketing strategies.At the end the thesis analyzes and summarizes leadership,management,development of mobile applications,cooperation between bank,government and enterprises,risk control measurements and big data research and take safety precautions accordingly to ensure the implementation of its marketing strategies.This thesis studies on the marketing strategies of "Shanrong Business" to make its decisions more specific and its targets more accurate,which also makes "Shanrong Business" stay competitive in the market.In this way,China Construction Bank will make integrated use of the traditional business by linking more with customers and eventually improve the quality and quantity of the contribution of "Shanrong Business" to the traditional bank business.The research studies the service and marketing strategies of e-business of commercial banks based on the reality of e-business development in banks.It uses theories of service and marketing to analyze the current situation of e-business of commercial banks to make the findings more practical and also provides reference to the development of e-business in other commercial banks.