Research On The Marketing Strategy Of ICBC's "e-shopping" Business

Banks rely on their own abundant customer resources reserves,sufficient experience in financial management,building their own electric business platform,to create their own electrical goods brand,precision marketing,to the customer,is the inevitable requirement in the future of the banking development,as well as feedback banking financial business,to meet the need of information society development,expand the market,the effective way to increase the competitiveness of the industry.ICBC started earlier in this field and achieved good results.However,with the emergence of more and more cross-border e-commerce platforms,"Rong e Gou" e-commerce business is still facing great difficulties and challenges.In the face of the current situation,"Rong e Gou" e-commerce business should change due to the situation,give full play to its own advantages,develop more targeted marketing strategies,avoid deficiencies,seize the market share of Banks' e-commerce,and build an open,interactive and win-win scientific marketing management mechanism.This paper mainly adopts the methods of literature research,comparative analysis,data analysis and case analysis to study and analyze the selection and implementation of ICBC's"Rong e Gou" business marketing strategy.At first,this paper systematically reviews the relevant theories of domestic and foreign market service marketing,and at the same time,it makes a literature review of the research status of e-commerce marketing,which lays a good foundation for the following part.On this basis,combined with STP analysis,4Ps marketing mix strategy to analyze the platform business marketing environment,marketing status.According to the analysis,the "Rong e Gou" business has some problems,such as weak product competitiveness,high price,unbalanced channel development,unsatisfactory promotion effect and unsatisfactory service capability.In view of the existing problems,the following Suggestions are put forward for the optimization of ICBC's "Rong e Gou" business marketing strategy:In terms of price strategy,we should understand the market demand,grasp the consumer psychology,and implement flexible pricing strategy.In terms of channel strategy,customer experience should be optimized by optimizing self-owned channels,electronic channels and social channels.In the aspect of promotion strategy,the marketing markets of personnel promotion,electronic channel promotion and public relations are deeply explored.In terms of service strategy,we should establish the brand image of ""Rong e Gou" with good service,attract customers with active pre-sales service,and provide excellent after-sales service.