Research On Marketing Strategy Of Commercial Banks’ E-commerce Platform

In recent years,with the rapid development of Chinese social economy,internet information technology has also been widely popularized.It brings a full range of service experience to people’s daily life.Under this background,domestic e-commerce has made considerable progress,and the market size and the transaction amount have continued to expand.The Traditional e-commerce companies is not satisfied with the simple business of buying and selling.They begin to explore new profit models,and get involved in the financial field to seize some basic businesses of banks,which has made a great impact on traditional banking industry.At the same time,they hold a large number of customer data,which is required by Banks in the current big data background.But the banks can’t share these customer resources,the bank’s business development is restricted.There are tremendous pressure and challenges on banks.They are unwilling to do the bottom of the settlement business.In order to tap the customer value and acquire relevant data,banks are building their own e-commerce platform and increasing their market competitiveness.Under this background,the first launched bank business platform "Shanrong business" is taken as a typical case.It has practical significance to research and analyze the marketing strategy of e-commerce platform of commercial banks.First of all,this paper introduces the basic concept and development status of the whole e-commerce platform and "Shanrong business" platform.The paper concludes that the development of "Shanrong business" platform is slowing down currently and is in a bottleneck period.Secondly,the paper uses PEST and Michael Porter’s Five Forces Model to analyze the Macro environment and Industry environment of "Shanrong business",after that,analyzes the Strengths,Weaknesses,Opportunities and Threats of the platform by using SWOT.The strengths of the platform are: strong financial strength,rich customer resources,good social credit,comprehensive marketing channels,unique financial service level,a large number of subsidies to support.The weaknesses of the platform are: low commodity quantity,insufficient innovation in financial products,difficulties in pre-sales and after-sales consultation,lack of experience,poor operation management,and difficulty in logistics delivery.The opportunities of the platform are: the booming of e-commerce,the extension of bank business innovation.The threats of the platform are: the industry barriers formed by traditional e-commerce and the high similarity of the products.Thirdly,increasing the dimension "Person",based on 4P combination to 5P combination,reviewing the current marketing strategy of "Shanrong business" platform.In terms of product strategy,financial product characteristics are not reflected;in terms of price strategy,the commodity price is not reasonable;in terms of place strategy,the whole process of the experience is poor;in terms of promotion strategy,the marketing mode is outdated;in terms of personnel strategy,management structure,personnel quality and incentive mechanism have to be improved.To solve all these problems,putting forward some optimization measures: in terms of product,the development of financial products innovation;in terms of price,reducing the cost of goods reasonably;in terms of place,strengthening the whole process of channel construction;in terms of personnel,optimizing management,training talents and improving assessment.Finally,through the research on the "Shanrong business" platform,this paper gives the enlightenment to other commercial banks to develop e-commerce platform,including clear market positioning and building characteristic platform.Lower the price of the product to achieve low price drainage.Audit conditions to ensure operation safety.Focus on customer needs and improve user experience.Enrich merchant products and enhance platform strength.Based on big data analysis,carry out accurate marketing.Innovative propaganda model,condense the popularity of the platform.Reform operation mode and improve work efficiency.Improve performance appraisal and strengthen internal motivation.Due to the limited ability of the author,there may be a lack of data collection,which leads to the lack of a better optimization strategy in the research results.But I hope that through based on the research of "Shanrong business" platform,other Banks electric business platform can get some enlightenment and suggestion,which enable them to gain a foothold in the fierce e-commerce market and develop in an orderly way.