Research On Marketing Strategy Of Ccb Shanrong E-commerce Platform

With the development of technology,the informationization in financial industry is getting more sophisticated,thus,e-commerce is also emerging.Based on traditional financial industry,banking industry has integrated a variety of internet technologies such as information technology and other high technology,which facilitating the information exchange and financial services of banks.To this end,major banks has initiated cross-border e-commerce to build their own comprehensive e-commerce service platform.Though it has made some achievements in transforming traditional financial business into e-commerce internet finance,some problems still exist during the operation of CCB Shanrong E-commerce Platform.The first is the lack of core products and the innovation of financial products,as well as the inadequate marketing channels and promotions.The second is that the customer flow issues caused by high-price mechanism and platform marketing issues in relation to the connection of platform service and customer.Such problems bring limitation tothe development of the platform and jeopardize the marketing effects during its real operation.This paper takes CCB Shanrong E-commerce Platform as an example,after sorting out and analyzing its general condition and marketing issues,it finds out the problems exist in the marketing activities.With the uniqueness of the development of bank e-commerce,it added two marketing strategies,service and customer relationship,into 4P's(product,price,place and promotion)to create a scientific and effective marketing strategies for the platform.In the end,through security measures by taking full advantage of management and improving human resources,platform service technology and incentives,the platform can optimize the flow and dynamism of customers to improve the overall marketing performance of the platform.Through researches on marketing strategy of the platform,the paper can effectively increase its market competitiveness and enhance the customer loyalty,thus,enabling to effectively integrate and utilize the traditional business sources of CCB Eventually,with the improved overall performance the platform,it completes the ecological transformation of banks to internet finance.