Research On The Marketing Strategy Of Financial Products On The E-commerce Platform Of Commercial Banks

In recent years,with the ever-development of Internet technologies,Internet application has penetrated into all walks of life.As for its impacts in traditional financial sector,Internet application generally penetrates in the financial services.The mode of Internet finance is emerging,bringing about a series of challenges to traditional banking industry.Particularly,some Internet-based enterprises such as Internet e-commerce platforms have penetrated and expanded into financial areas.In 2013,Yu Ebao products,promoted by Alibaba,reached to trillions revenues,while bank deposit slumped by 940 billion Yuan in January,2014,among which the sales of finance products were hit severely.Traditional financial industry has realized the potential threats and started to establish their own e-commerce platforms with Internet technologies and offered their financial products and services in their platforms in hope to improve the competitiveness of traditional finance products.As for the efficiency,some banks have scored achievements.For instance,the e-commerce platform of Mall ICBC,which founded in the early of 2014,made turnovers up to 790 billion Yuan from financial products in 2015,and surpassed the rest e-commerce platforms of business banks.But Shanrong Business e-commerce platform of CCB,founded in June,2012,made only 90 billion Yuan till the end of 2015,far fewer than that of e-commerce platform of Mall ICBC.The study researches financial services of Shanrong Business platform of CCB,aimed at providing solutions and suggestions for the marketing of its finance products.Firstly,it introduces the marketing theories involved and SWOP analytic method,then introduces the current development of e-commerce financial services and compares the financial services of Shanrong Business platform of CCB,Jingdong Mall,and e-commerce platform of Mall ICBC.In light of the marketing reality of Shanrong Business platform of CCB's finance products,then,it designs questionnaires based on relevant marketing theories,collects and studies comparison and questionnaire results,points out that financial services of Shanrong Business platform lack innovation and flexibility with high pricing thresholds,single purchasing channel,weak in promotion and in services,etc.It applies SWOT to analyze Shanrong Business platform of CCB in detail which has advantages in strong brand,numerous potential customs and perfect risk management system,and disadvantages in small numbers of customs,less-innovative products,weak promotion strength and lacking e-commerce operational ideologies.It has opportunities including increasing mass financial demands and more potential financial customers online.It also faces threats from financial disintermediation trend,increase of non-banking financial services and inter-banking platforms competition.Targeting at the problems,the study puts forward development solutions and suggestions for finance products marketing from the prospects of products,pricing,channels,promotion and services with marketing theories.