本文選題：善融商務 + 運營問題　； 參考：《鄭州大學》2014年碩士論文

【摘要】：借助于互聯網和信息技術水平的提升,我國電子商務交易總額和市場規(guī)模不斷擴大,成為國內經濟發(fā)展和企業(yè)轉型的重要推動力。隨著電子商務發(fā)展環(huán)境、技術的逐漸成熟,大型電商企業(yè)將電子商務服務和金融業(yè)相結合,一方面促進了互聯網金融的快速發(fā)展；另一方面,加速了“銀行脫媒”,給銀行業(yè)的發(fā)展帶來了巨大的挑戰(zhàn)。商業(yè)銀行也不再滿足于電子商務鏈條末端的支付結算業(yè)務,而是根據當前的市場環(huán)境進行產品服務、業(yè)務模式等方面的創(chuàng)新,打造綜合性的電子商務金融服務平臺。建設銀行順應金融業(yè)發(fā)展趨勢,率先建立專有的電商平臺“善融商務”,隨后交通銀行和工商銀行分別建立了同質化的電商平臺,而其他商業(yè)銀行則不斷完善自身的網上商城業(yè)務,在銀行業(yè)內與建設銀行分庭抗禮。 “善融商務”主要包括企業(yè)商城、個人商城和房e通三個板塊,涵蓋電子商務、金融服務業(yè)務。該平臺為建設銀行開拓了市場,創(chuàng)造了新的發(fā)展動力和利潤,降低了銀行和商戶的運營成本,同時為建設銀行提供了客戶交易核心數據和金融創(chuàng)新平臺。“善融商務”的運營面臨著宏觀環(huán)境、行業(yè)環(huán)境和內部環(huán)境,因此建設銀行要把握住有利的宏觀政策和技術,認清行業(yè)中的多方參與者,能針對自身特點揚長避短。目前“善融商務”處于發(fā)展的初期階段,雖然能有效控制組織機構、盈利能力、商戶質量和平臺風險,但與大型電商企業(yè)蘇寧易購相比,其在市場定位、組織機構、產品服務、盈利模式、風險控制方面仍存在缺陷,主要問題表現在五個方面：用戶體驗有待提升、金融創(chuàng)新力度不夠、平臺營銷方式單一、機制體制需要調整和缺乏有效法律監(jiān)管。針對上述問題,建設銀行需要強化平臺內容建設、加大金融創(chuàng)新力度、采取多樣化的營銷方式、轉變業(yè)務發(fā)展模式、完善互聯網金融法律監(jiān)管,促使“善融商務”進行全面改善,從而給客戶提供高質量的電子商務金融服務。
[Abstract]:With the help of the improvement of Internet and information technology, the total amount of e-commerce transactions and the market scale in China are constantly expanding, which has become an important driving force for the development of domestic economy and the transformation of enterprises. With the development environment of electronic commerce and the gradual maturity of technology, large e-commerce enterprises combine e-commerce services with the financial industry. On the one hand, it promotes the rapid development of Internet finance; on the other hand, it accelerates the "bank disintermediation". The development of the banking industry has brought great challenges. Commercial banks are no longer satisfied with the payment and settlement business at the end of the chain of electronic commerce, but create a comprehensive electronic commerce financial service platform according to the current market environment, such as product service, business model innovation and so on. In line with the development trend of the financial industry, China Construction Bank took the lead in setting up a proprietary e-commerce platform, "good Finance Commerce". Subsequently, the Bank of Communications and the Industrial and Commercial Bank of China established a homogeneous e-commerce platform. While other commercial banks continue to improve their online Mall business, in the banking sector and Construction Bank rival. "good financial commerce" mainly includes enterprise mall, personal mall and room e-pass, covering e-commerce, financial services business. The platform has opened up the market for CCB, created new development power and profit, reduced the operating cost of banks and merchants, and provided CCB with customer transaction core data and financial innovation platform. The operation of "good financial commerce" is faced with macro environment, industry environment and internal environment. Therefore, the construction bank should grasp the favorable macro policy and technology, recognize the multiple participants in the industry, and be able to take advantage of its own characteristics and avoid its weaknesses. Although it can effectively control the organization, profitability, business quality and platform risk, compared with the large e-commerce enterprise SUNING, it is in the market positioning, organization, product and service. There are still some defects in profit mode and risk control. The main problems are: the user experience needs to be improved, the financial innovation is not enough, the marketing mode of platform is single, the mechanism and system need to be adjusted and lack of effective legal supervision. In view of the above problems, China Construction Bank needs to strengthen the construction of platform content, increase the intensity of financial innovation, adopt diversified marketing methods, change the mode of business development, and improve the legal supervision of Internet finance. Promote comprehensive improvement to provide high-quality e-commerce financial services to customers.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.33

【參考文獻】

相關期刊論文 前4條

1 丁紅;;商業(yè)銀行在電子商務領域的服務和創(chuàng)新[J];銀行家;2012年10期

2 王勇;;關于建設銀行電商業(yè)務發(fā)展的幾點思考[J];財經界(學術版);2013年15期

3 顏楓;;商業(yè)銀行開展電商業(yè)務的SWOT分析[J];企業(yè)研究;2013年06期

4 黃芳芳;;“善融商務”掀起銀行電商STYLE[J];卓越理財;2013年01期

，

本文編號：1836897