Research On The Optimization Of Marketing Strategy Of The "Good Harmony Business" Platform Of Construction Bank

By the end of 2017,the volume of transactions in China's e-commerce market had reached 29.16 trillion yuan,a year-on-year growth rate of 11.7 %.It is predicted that the national e-commerce transaction volume will reach 37.05 trillion yuan in2018.With the rise of Internet finance,major e-commerce platforms rely on the data of their own platforms to get involved in the financial field.Banks only act as payment and settlement roles and are at the end of the industrial trading chain.With the further opening up of China's financial policies,the financial service capabilities of e-commerce platforms are developing rapidly,not only increasing the rapid growth of financial products.The integration of finance and business also has a lot of innovative products.In this way,traditional banking services will be marginalized.Taking construction bank as the research object,this paper first summarizes the operating status of construction bank's "Good Harmony Business" platform,which is still very different from the traditional e-commerce platform and other well-done bank e-commerce platforms.This paper analyzes and summarizes the marketing strategy problems of construction bank after the launch of the "Good Harmony Business" platform.According to the actual situation of the enterprise,the analysis of consumer behavior in the electronic commerce environment has changed the psychology of consumers in the electronic commerce environment.Consumers have sought convenience,individuality,cheap and affordable goods,and independent thinking.At the same time,consumers 'needs have changed.The choice of consumers is constantly widening,and the demand for personalization is constantly increasing.The purchase cost of consumers is reduced in the ecommerce environment,and the ecommerce environment has an impact on the consumer's assessment choice,purchase decision and post-purchase behavior.With the help of the new 4C community marketing related theory,it is proposed that Construction Bank should be good at using time scenes to create scenes of its own enterprises,and can be good at using scenes created by traditional e-commerce platforms to improve the utilization rate of "good business" mobile clients.Establish your own fan base on major social platforms,and at the same time do a good job of community operationplanning,do content from the process of consumer decision-making,understand consumer favorite content marketing,attach importance to interpersonal communication channels,and enhance user interaction.A series of measures,such as opening the social relationship chain,provide theoretical basis and strategic support for the cross-border development of e-commerce in China Construction Bank.This paper first analyzes the consumer behavior in the electronic commerce environment,and makes a detailed analysis and research on the marketing strategy of the "Good Harmony Business" platform of CCB.Indicate that the "Good Harmony Business" platform should,under the appropriate scenario,publish a communication topic or content through a specific community,and carry out person-to-person connections along the community structure to detonate the community,This paper puts forward the relevant optimization scheme of marketing strategy of the "Good Harmony Business" platform and puts forward the safeguard measures for the implementation of the optimization scheme.It provides advice and suggestions for the development of "Good Harmony Business" platform and other bank e-commerce platforms,hoping to help the development of cross-border e-commerce in banks.