Research On The Competition Strategy Of SD Rural Commercial Bank Z Mall

With the expansion of China's online shopping market,the rapid increase in the number of Internet consumers,as well as the cross-border supply of financial services to consumers,many banks take the initiative to embrace the "Internet +" to enter the e-commerce.Among them,the state-owned banks first began to layout,CCB "Good Financial Business",ICBC " Melting e Bought ",BOC "Easy Purchase",BOCOM "Exchange",and ABC "E Business Butler".These five biggest state-owned banks e-commerce platforms have been on-line,and at the same time,CMBC,HB,Industrial Bank and other joint-stock banks to explore the electric business strategy,have launched the mall.The city commercial banks are also unwilling to be outdone,Guangzhou Agricultural and Commercial Bank,Zhejiang Business Bank,etc.began to dabble in the field of e-commerce.The significance of this paper is based on the strategic management theory,with the help of the relevant tools of strategic management theory,combined with the available data,and the author makes an in-depth analysis of the bank's e-commerce,which makes it easier for readers to have a better understanding of the bank's e-commerce.Second,the SD rural commercial Bank deposit and loan market share in the SD province rank the first place.Meanwhile,the SD rural commercial Bank has nearly 70,000 employees,which means its strategic decision has a great impact on the financial environment of the province,shouldering a huge social responsibility.So I hope this study can help ZMall development.Third,the bank of the e-commerce enters into the field of e-commerce,competing with the Tmall,JD.com and other e-commerce giants,will be defeated inevitably in the field of which competitors are good at.How to focus on a good market segmentation so as to get the market share of the segment is the focus of this study.The author hopes this article to make reference to similar enterprises.The object of this paper is Zmall competition strategy,taking SWOT analysis as the framework and using PEST and five-force model analysis tools,which makes a systematic analysis of the competition of the current e-commerce,especially the banks' e-commerce.This paper analyzes the macroscopic environment,the industry environment and the competition condition carefully,and identify the competition direction of the banks' e-commerce.Through collecting and organizing the related data of Zmall to analyze resources and abilities of it,the Zmall's core competitiveness can be obtained.On this basis,using SWOT analysis tool analyzes the external opportunities,threats,internal advantages and disadvantages of Z-mall,and then establishes the Zmall's competitive strategy.This paper concludes that the core competitiveness of Zmall is the quality of customer shopping experience,logistics coverage "Last Kilometer" and precision poverty alleviation.Theses advantage such as top quality products,access to the payment link,and providing additional financial services for businesses and consumers,can be publicized through multi-channel and large-scale activities.But the disadvantage is the quality control difficulties,especially the positioning of agricultural products such as non-standard products,own conservative actions,weak competition.However,the opportunity are the rapid expansion of the scale of e-commerce,policy support;the threats are JDcom and Tmall which rob the rural markets.According to the SWOT analysis of Zmall,the paper puts forward that the Zmall should adopt the centralized differentiation strategy,and put forward some countermeasures to the difficulties which may be encountered by the centralized differentiation strategy.