Research On "BHELIFE.COM" Operation Strategy In Bank Of Lanzhou

The advanced e-business environment and technology home and abroad has helped more traditional e-business enterprises engaged in the financial market,meanwhile brings great challenge and more changes for financial industry.The evolution of e-commerce promotes the rapid development of internet finance,and the IT development also drives e-business into financial disintermediation.Most of commercial banks begin to build their own e-commerce financial service platforms,and even the internet financial ecosystems,in order to protect themselves from the internet impact,interest rates liberalization,as well as financial disintermediation.Since 2012,the Bank of Lanzhou started its internet strategy transformation,and established “Bhelife.com”as its e-commerce platform in April 30,2014 in order to provide more professional local services such as online-selling,information stream,fund flow and logistics for its own enterprise and individual costumers.After 4-year-operation,“Bhelife.com” acquires some experience on platform running,but also finds some problems like the slow growth of users and orders.It should be found a better running way under effective tactics to help “Bhelife.com” optimizing its overall service ability.In this thesis,most theory and practice can be found during the whole study process.At the very beginning,the essay deeply and systematically analyzed the operation statue of “Bhelife.com”,then pointed out the problem in running,such as inefficient user-acquisition path,declined user activeness,shortage of goods category,lower visitor volume,undiffused brand-effect of platform,weaken innovation of fintech,etc.In the end,this article provided the immanent cause of problems,including the imperfect operation pattern and feeble data foundation of platform,the defective management of banking,as well as the homogeneous competition among e-commerce industry.From what has been mentioned above,according to many theories like competition theory,6S management of website operation,the AARRR Model of user's life circle,financial innovation theory,the paper proposes 5 items of further feasible running strategy for “Bhelife.com”,covering differentiation strategy,CRM intensification,platform construction consolidation,mobile e-commerce development,and fintech innovation reinforcement.The ultimate target of this study not only indicate preferable measures for “Bhelife.com” in Bank of Lanzhou,but also provide more reference for other banking e-business operators in further application.