Research On The Business Marketing Strategy For Intelligent E-purchasing Service Based On The Lanling Rural Commercial Bank

In recent years,with the popularization of Internet information and the progress of network technology,electronic commerce has developed rapidly.There is a trend of cross border between e-commerce companies and financial enterprises in the market.Traditional e-commerce companies involved in the financial sector,which created a trend of online finance.Commercial banks have also crossed into the field of e-commerce in succession,launch its own e-commerce platform.Involvement in e-commerce for commercial banks is the result of the combination of internet+ and financial industry,but also the response to the impact of online finance.E-commerce platform can open wider access to customers for commercial banks.By dint of mature e-commerce and online payment technology,bank e-commerce platform incorporate capital,data,platform,to enhance customer loyalty,to develop new service channel,and to respond to the impact of online finance.The e-commerce platform of intelligent e-purchasing is launched by the Shandong rural credit cooperatives on the basis of the “three rural” and county market,which also located in online financial platform to help Shandong rural credit cooperatives to achieve the transformation and development.Intelligent e-purchasing business marketing has become an important measure of transformation and development,and a way to enhance the core competitiveness of the rural commercial bank.In this paper,Lanling rural commercial bank is taken as an case,the core content of the research is based on its intelligent e-purchasing business marketing.Firstly,it describes the theory and literature research on the e-commerce platform,bank e-commerce platform,and rural e-commerce relating to intelligent e-purchasing business marketing of Lanling rural commercial bank.Secondly,it analyzes the case enterprise,which includes the description of its basic situation,operation and the present situation of intelligent e-purchasing business marketing,and analyzes the problems and constraints in the process of its marketing.Thirdly,it analyzes the external environment of intelligent e-purchasing business marketing of Lanling rural commercial bank by the model of PEST,and analyzes the internal environment by Potter five forces model.Fourthly,based on the above theoretical analysis and case analysis,this paper puts forward the intelligent e-purchasing business marketing strategies(product,price,place,promotion,people,process,physical evidence)and guarantee measures(policy,organization,resource,security),which provides reference and basis for the further innovation of intelligent e-purchasing business marketing model and enhance the potential competitiveness of Lanling rural commercial bank.