The Merchants Value Analysis Based On The E-Commerce Platform Of ICBC

The e-Commerce platform is an e-commerce platform of the Industrial and Commercial Bank of China,which brings together more than a dozen industries related products such as digital home appliances,automobiles,financial products,clothing and footwear,food and beverages,jewelry gifts,transportation and tourism.There are two types of customers on the e-commerce platform.One is the merchants that use the platform to provide commodity services,and the other is the terminal consumers.The focus of this paper is on the merchants.At present,the diversification of various types of merchants and the increasing trend of high standards,and the competition among various banks for quality merchants are also becoming increasingly fierce.Customer value analysis and customer value design are carried out to better provide financial services to merchants,and to realize merchants and banks.Win-win has a very important significance.Firstly,the concept of customer value is defined from the customer perspective,the enterprise perspective and the customer-enterprise perspective.The clustering methods commonly used in customer relationship theory and customer relationship management are studied.Finally,the hierarchical clustering method is selected for customer cluster analysis..Secondly,it analyzes the current status of financial e-commerce platform,adopts SWOT analysis to analyze the characteristics of the platform,analyzes the characteristics of goods and services on the platform and the characteristics of merchants in Dalian,and analyzes that the common problems faced by Dalian e-commerce customers are:Limited online sales,insufficient customer resources,insufficient business influence,etc.Subsequently,taking the type,sales volume,and real data of the products sold by the financial e-commerce merchants in the four districts of Dalian as an example,a hierarchical clustering method was used to derive the four districts in the city through a series of coding and calculations.Classification of merchants.Finally,the customer value of the four types of merchants is analyzed from three perspectives of the customer perspective,the company perspective and the customer-enterprise perspective.Based on the characteristics of four types of merchants and customer value characteristics,from the perspective of bank-related financial services and customer service in the areas of asset operations,settlement services,and other services,the value design of merchants is carried out,and financial services matching the characteristics of the four types of merchants are developed.product.From the merchant's point of view,the financial e-commerce platform's own advantage lies in the fact that it can link banks,obtain financial products that banks match for merchants,and ultimately achieve the effect of increasing the visibility of merchants and online sales;from the perspective of banks,through the With matching financial products,banks can also expand related businesses by acquiring additional revenue from intermediary businesses.In the end,the coordinated development of merchants and banks will be achieved to achieve mutual win-win results.