Research On The Development Countermeasures Of ABC's "Huinong E-tong" E-commerce Platform

Currently,as the reform of interest rate liberalization in China is gradually going deeper,the commercial banks have more access to independent interest rate pricing,and the interest margin is further narrowed.As a result,the original profit model,based on interest income,is becoming more and more unsustainable.Meanwhile,Internet finance and small-loan companies are emerging while with the development of e-commerce business,the third-party payment platforms are growing rapidly.All of these have,to some degree,affected the financial business and further narrowed the profit of traditional commercial banks.Worsestill,due to the emerging of the third party payment platforms,commercial banks have gradually lost control of their customers' capital flow.When customers begin to trade in virtual network like Alipay and We Chat wallet,banks can only see the transfer of customers' funds into the third party payment platform,further aggravating the financial disintermediation.With the emergence of new business models and trading scenarios,a large number of traditional financial institutions have embarked on digital transformation,where e-commerce plays an important role in this new era.This paper takes "E-benefit Agriculture" platform of Agricultural Bank of China as research object,combined with literature research,case analysis,interview investigation and other methods.On the basis of the study of scholars at home and abroad,this paper puts forward a series of transformation method and optimization measures,so as to solve the problems and make recommendations for the development of the platform.Firstly,it analyzes the development status of ”E-benefit Agriculture"platform,externally analyzing policies,interbank banking,Internet interbank and economic environment,while internally analyzing functional positioning,profit model,and marketing model.Secondly,this article uses SWOT model to analyze the platform's operating environment,including advantages,disadvantages,opportunities,and threats.Then,it analyzes the current problems in its operating and development from five aspects: management mechanism,enterprise culture,marketing strategy,service quality and system functions.Finally,this paper analyzes the problems mentioned before and correspondingly formulates improvement suggestions and development strategies.