Research On The Development Strategy Of "ABC E-keeper" Of Agricultural Bank Of China LC Branch

With the rapid development of the Internet industry in today's society,the emergence of e-commerce,a new type of Internet business operation model,has profoundly affected the business of commercial banks,which has caused commercial banks to face great pressure for survival and ushered in opportunities for reform.In order to seize the opportunity and improve the existing situation,commercial banks have " upgraded" and actively created e-commerce platforms to carry out e-commerce financial services.In this context,the Agricultural Bank of China also launched the"ABC e-Housekeeper" e-commerce service platform in 2013.The platform runs through the entire process management of the enterprise.It aims to open up offline physical sales,online order collection and transmission,fund settlement,and online credit through " ABC e-housekeeper".Completing management of order,settlement,sales,and distribution of itself and upstream and downstream of the supply chain.As the "No.1 Project" for Agricultural Bank of China to actively promote Internet financial services for agriculture,rural areas and farmers,the Agricultural Bank of China LC Branch "ABC e-Housekeeper" has developed rapidly and achieved good scale effect.At the same time,the LC branch of the ABC has also exposed a series of problems,such as low customer loyalty,low platform awareness,hidden data power not effectively explored,weak competition in the face of third-party payment platforms,and user experience to be improved.Therefore,the LC branch of the Agricultural Bank should give full play to its own advantages,develop strengths and circumvent weaknesses,and formulate development strategies that are suitable for its own realities.This paper first puts forward the background and significance of the research.Secondly,on the basis of relevant literature and theory at home and abroad,think of the current literature from a macro perspective analysis of the strategic choice for commercial Banks to develop the electronic commerce,and the internal and external environment faced by different Banks is not the same,therefore,it is necessary to the micro perspective,the bank branches carry out specific analysis on the internal and external environment.Thirdly,this paper introduces the platform of "ABC e-housekeeper",including the operating mode,function,operating status and existing problems of "ABC e-housekeeper".Fourthly,this paper analyzes the macro-environment,internal and external advantages,disadvantages,opportunities and threats of the operation of the Agricultural Bank of China LC Branch "ABC e-Housekeeper",and clarifies the platform operation orientation,advantages and disadvantages.Finally,on the basis of the above analysis,putting forward the development strategic positioning and development strategy with pertinence and maneuverability,including digging deep into the resources of its customers,vigorously developing rural e-commerce,guiding customers to use more payment tools of the Bank,and innovating financial products and services.We will use low-cost funds to increase revenue,focus on expanding small and medium-sized customers,establish a sound dispute resolution mechanism,expand marketing channels,relax formal review,and vigorously reserve electric merchants.This paper studies the development strategy of the Agricultural Bank of China LC Branch "Agricultural Bank e-Housekeeper".The main practical significance is that from the micro perspective,e-commerce platform development of LC branch of the environment,its own characteristics,the opportunity and threat faced by item by item,anatomy,LC branch of agricultural bank of to exert their own advantages,realize the transformation and upgrading to provide strong support and help to get advantage in the competition by LC branch of agricultural bank,provide reference for other Internet strategy of commercial bank.