Study On The Marketing Strategy Of"Easy Mall"Network Of ICBC

With the rapid development of Internet technology,the revolution of the Internet + is accompanied by all kinds of walks of life.It impacts people’s inherent life mode to varying degrees while it brings convenience to people’s life.Some industries become very hard because of it,while others are evolving because of it.For example,Walmart,a giant in the retail industry,is a global chain of retail enterprises.It has more than 400 stores and more than 60,000 employees only in mainland China.Its annual sales in 2016 were 74.7 billion yuan.However,Tmall,an online shopping platform owned by Alibaba,had sales of 120.749 billion yuan only on November 11,2016,which is 161.65% of Walmart’s annual sales in China.Throughout the whole year of 2016,Tmall online shopping platform sales exceeded 3 trillion yuan,which has already surpassed Walmart’s global sales.In 2016,the amount of China’s B2 C and C2 C business transactions reached 4.9 trillion yuan,with the annual rate of increase of 29.6% compared with the previous year.It is expected that the amount of China’s online retail market transactions will reach about 8.1 trillion yuan by 2019.As we all know,alibaba group established its own financial service,Ant Financial,in 2014.As of 2017,the total amount of its online financial products,such as yu ’ebao,was 1.43 trillion yuan.In the first quarter after the launch of asset management platform Yu’ebao and Licaitong,Industrial and Commercial Bank of China had an outflow of deposits with the total amount of 180 billion yuan and the balance of demand deposits is about 109 million yuan.This paper takes the e-commerce platform "Easy Mall" of ICBC,one of the four state-owned Banks in China,as the research object.First,relying on the online research platform,I completed the design and publishment of the questionnaire,searched and read the analysis reports and literature about e-commerce platform,Tmall platform,Alibaba group and so on.I collected and analyzed the date and words systematically,and pointed out some problems currently faced by the e-commerce platform "Easy Mall",Second,I used SWOT analytical method to analyze the "Easy Mall" to search,analyse and solve problems,by advantage analysis,weakness analysis,weakness analysis and threats analysis.Then,I reanalysed the STP strategy for the platform,and combined with the current market situation,policy environment for the relevant strategy adjustment,so that its market segmentation and market positioning will be more in line with its brand positioning.Through research and summary,I reenact the product mix and the STP strategy to establish an e-commerce ecological resource platform integrating financial service tools,domestic famous brands,international brands and enterprise service cloud platform.And established new market positioning and services for some offline branches.Last,I made relevant marketing strategy,including product marketing strategy,channel marketing strategy,customer management marketing strategy,to attempts to solve the current problems faced by "Easy Mall",such as fewer users,low repurchase rate,vague profit model and backward drainage mode of user groups.