本文選題：善融商務(wù) + 銀行��； 參考：《安徽大學(xué)》2014年碩士論文

【摘要】：隨著電子商務(wù)市場競爭的日趨加劇,銀行也察覺到內(nèi)外部壓力,四大國有銀行之一中國建設(shè)銀行嘗試提供“非金融”服務(wù)的戰(zhàn)略舉措,推出了電子商務(wù)平臺一“善融商務(wù)”�！吧迫谏虅�(wù)”直接面向有電子商務(wù)需求的客戶,提供了B2C商城、B2B商城、“房e通”以及其它電子渠道服務(wù)業(yè)務(wù)�！吧迫谏虅�(wù)”主要目標(biāo)是搭建以資金流為核心,整合信息流、物流于一體的綜合性電商金融平臺,突出建設(shè)銀行在支付結(jié)算、信貸融資等方面的優(yōu)勢�！吧迫谏虅�(wù)”通過為客戶提供產(chǎn)品展示、信息發(fā)布、交易撮合、資金結(jié)算、支付監(jiān)管、信貸融資、物流服務(wù)、社區(qū)互動(dòng)等綜合服務(wù),為建設(shè)銀行創(chuàng)造新的市場機(jī)遇和利潤空間,更好的滿足網(wǎng)絡(luò)經(jīng)濟(jì)下客戶的金融服務(wù)需求。 隨著“善融商務(wù)”的建設(shè)和實(shí)施,中國建設(shè)銀行也面臨著一些新的問題,例如,如何發(fā)揮好善融對中國建設(shè)銀行傳統(tǒng)業(yè)務(wù)的支撐作用?如何發(fā)展電子商務(wù)業(yè)務(wù)衍生的金融服務(wù),為中國建設(shè)銀行帶來直接收益,同時(shí)獲得更大的收益?如何利用該平臺更好地開展?fàn)I銷推廣,從而能夠更好地獲取客戶的金融需求,增加客戶粘性,提升銀行的間接收益?等等。 本論文針對“善融商務(wù)”營銷需求,通過對善融客戶、善融商戶、外部相關(guān)資料收集,內(nèi)部相關(guān)部門座談交流,對“善融商務(wù)”的策略、運(yùn)營、客戶體驗(yàn)、服務(wù)及技術(shù)進(jìn)行了調(diào)研,并對“善融商務(wù)”營銷環(huán)境進(jìn)行了分析。本論文運(yùn)用SWOT分析方法,討論了基于“善融商務(wù)”的營銷的優(yōu)勢、劣勢、機(jī)會和威脅。在此基礎(chǔ)上,總結(jié)了“善融商務(wù)”營銷中存在的問題,并結(jié)合我國銀行電子商務(wù)的發(fā)展現(xiàn)狀,提出了若干改進(jìn)策略和建議。最后,本文還討論了當(dāng)前“善融商務(wù)”的實(shí)施實(shí)例,給出了若干實(shí)施措施和結(jié)果,總結(jié)了實(shí)施過程中的一些經(jīng)驗(yàn)和教訓(xùn)。 本文的研究圍繞著銀行發(fā)展電子商務(wù)的實(shí)際需求,提出了優(yōu)化“善融商務(wù)”營銷管理的策略和建議,對于提升“善融商務(wù)”平臺的市場競爭力、改善客戶體驗(yàn)、完善運(yùn)營能力具有重要的價(jià)值,對于企業(yè)的未來發(fā)展和市場競爭力提升也具有一定的參考價(jià)值。
[Abstract]:With the increasing competition in e-commerce market, banks are aware of the internal and external pressure. China Construction Bank, one of the four state-owned banks, has tried to provide "non-financial" services, and has launched a "good financial commerce" platform. "good Rong Commerce" directly for customers with e-commerce needs, provide B2C Mall B2B Mall, "FangeTong" and other electronic channel service business. The main goal of "good Finance Commerce" is to set up a comprehensive e-commerce financial platform which takes capital flow as the core, integrates information flow and logistics, and highlights the advantages of construction bank in payment and settlement, credit financing and so on. By providing customers with integrated services such as product presentation, information dissemination, dealmaking, fund settlement, payment regulation, credit financing, logistics services, community interaction, etc., "good Finance Business" creates new market opportunities and profit margins for CCB. Better meet the financial service needs of customers under the network economy. With the construction and implementation of "good Finance Commerce", China Construction Bank is also faced with some new problems. For example, how to give full play to the supporting role of good finance to the traditional business of China Construction Bank? How to develop the financial services derived from e-commerce business to bring direct benefits to the China Construction Bank and obtain greater benefits at the same time? How to make use of the platform to carry out marketing and promotion better, so as to better obtain the financial needs of customers, increase customer stickiness, and enhance the indirect income of banks? Wait This paper aims at the marketing demand of "good finance business", through collecting the relevant information from outside, discussing and communicating with the internal relevant departments, the strategy, operation, customer experience of "good finance business", through the collection of good financial customers, good financial merchants, external relevant data collection, internal relevant departments, discussion and exchange, The service and technology were investigated, and the marketing environment was analyzed. In this paper, SWOT analysis method is used to discuss the advantages, disadvantages, opportunities and threats of marketing based on "good Business". On this basis, this paper summarizes the problems existing in the marketing of "good Business", and puts forward some improvement strategies and suggestions according to the present situation of the development of bank e-commerce in China. Finally, this paper also discusses the current implementation of "good financial commerce", gives some implementation measures and results, summarizes some experiences and lessons in the process of implementation. The research in this paper focuses on the actual demand of the bank's development of electronic commerce, and puts forward the strategies and suggestions to optimize the marketing management of "good financial commerce", which will enhance the market competitiveness of "good financial commerce" platform and improve the customer experience. Improving the operation ability has important value, and also has certain reference value for the future development of enterprises and the promotion of market competitiveness.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.33;F274

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