【摘要】：在利率自由化及經(jīng)濟新常態(tài)的背景下,互聯(lián)網(wǎng)公司紛紛嘗試進入互聯(lián)網(wǎng)金融領域。第三方支付平臺等正在向銀行業(yè)務發(fā)起挑戰(zhàn)。另一方面,電子商務的不斷普及正不斷地改變?nèi)藗兊南M方式,銀行正面臨著轉型升級的關鍵階段。銀行通過建立自有的電子商務平臺,完善信息獲取渠道降低信息獲取成本,促進銀行轉型升級,在互聯(lián)網(wǎng)金融領域競爭中取得優(yōu)勢地位。首先,對融e購平臺進行的全面的介紹。通過深入介紹融e購平臺的各項服務、運營狀況及活動項目,以融e購平臺B2C,B2B的角度出發(fā),介紹了平臺的運營模式及店鋪入駐模式等,并進一步對融e購平臺的特有優(yōu)勢進行了簡單的介紹。其次,對融e購平臺發(fā)展現(xiàn)狀進行了深入的分析。并將融e購平臺的銷量與阿里巴巴、京東商城的銷量比較,探索阻礙融e購平臺現(xiàn)階段發(fā)展的原因。深入分析阻礙融e購發(fā)展的問題,例如平臺知名度較低、融e購平臺市場定位不明確、銷售產(chǎn)品的種類及范圍上受到了限制、平臺監(jiān)管的漏洞、平臺的運營規(guī)則與運營體制等有待完善等問題。此外,對工商銀行開展融e購平臺進行SWOT分析。通過對工商銀行內(nèi)部條件、外部市場環(huán)境以及競爭企業(yè)的分析:工商銀行開展融e購平臺在銀行物理網(wǎng)點、資金和信息方面資源優(yōu)勢、以及工商銀行互聯(lián)網(wǎng)發(fā)展思維的領先的內(nèi)部優(yōu)勢;融e購平臺在知名度、產(chǎn)品種類、營銷能力的劣勢;工商銀行借助融e購平臺整合數(shù)據(jù)流,促進銀行業(yè)務轉變、擴在金融目標群體的外部機會;融e購面臨的市場競爭、市場環(huán)境以及政策的外部威脅。并通過SWOT分析矩陣,為融e購平臺現(xiàn)階段的問題提供解決方案。通過對融e購平臺的SWOT分析矩陣,為融e購發(fā)展提出完善對策。例如提高融e購平臺創(chuàng)新能力、完善銀行信息整合、轉變平臺營銷策略、開放入駐機制、完善支付體驗、差異化競爭戰(zhàn)略、提高用戶滿意度及加強風險防范等對策。最后,對全文進行總結,為銀行打造互聯(lián)網(wǎng)電子商務平臺提供一些意見。
[Abstract]:Under the background of interest rate liberalization and the new normal of economy, Internet companies have tried to enter the field of Internet finance. Third-party payment platforms, such as third-party payment platforms, are challenging banking. On the other hand, the popularity of e-commerce is constantly changing people's consumption patterns, banks are facing the key stage of transformation and upgrading. By establishing their own e-commerce platform, banks can improve the access channels to reduce the cost of information acquisition, promote the transformation and upgrading of banks, and gain an advantage in the competition in the field of Internet finance. First of all, the integration of e purchase platform for a comprehensive introduction. Through the in-depth introduction of the services, operation status and activities of the e-purchase platform, from the point of view of B2C, B2B, this paper introduces the operation mode and store entry mode of the platform, and further briefly introduces the unique advantages of the e-purchase platform. Secondly, the development status of e purchase platform is analyzed in depth. The sales volume of the e purchase platform is compared with that of Alibaba and JD.com Mall, and the reasons that hinder the development of the e purchase platform are explored. This paper deeply analyzes the problems that hinder the development of financial e purchase, such as the low popularity of the platform, the unclear market positioning of the platform, the limitation of the type and scope of the products sold, the loopholes in the supervision of the platform, the operating rules and operation system of the platform, and so on. In addition, ICBC carries on the SWOT analysis to carry on the financial e purchase platform. Through the analysis of the internal conditions, external market environment and competitive enterprises of ICBC: ICBC carries out the advantages of e purchase platform in bank physical network, capital and information resources, as well as the leading internal advantages of ICBC Internet development thinking, the disadvantage of e purchase platform in popularity, product types and marketing ability, and the advantages of ICBC in Internet development thinking, including the advantages of ICBC in terms of physical network, capital and information, and the leading internal advantages of ICBC's Internet development thinking. ICBC integrates the data flow with the help of e purchase platform to promote the transformation of banking business and expand to the external opportunities of financial target groups. It also integrates the market competition, market environment and external threats of policy faced by e purchase. And through SWOT analysis matrix, for the integration of e-purchase platform at this stage of the problem to provide solutions. Through the SWOT analysis matrix of the integrated e purchase platform, this paper puts forward some perfect countermeasures for the development of the financial e purchase platform. For example, improve the innovation ability of e purchase platform, improve the integration of bank information, change the platform marketing strategy, open the entry mechanism, improve the payment experience, differentiation competition strategy, improve user satisfaction and strengthen risk prevention and so on. Finally, the full text is summarized to provide some suggestions for banks to build Internet e-commerce platform.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F832.2

【參考文獻】

相關期刊論文 前10條

1 閻詩驍;;關于融e購助力小微企業(yè)的構想[J];中國城市金融;2016年06期

2 符宏宇;;淺析電子銀行業(yè)務風險及防范[J];經(jīng)濟師;2016年03期

3 陳晨;;“以商促融”的國際化發(fā)展——關于中國工商銀行融e購開展跨境電商業(yè)務的思考[J];中國城市金融;2015年12期

4 王馨;;互聯(lián)網(wǎng)金融助解“長尾”小微企業(yè)融資難問題研究[J];金融研究;2015年09期

5 邢東方;趙小草;孫曉雅;;基于第三方支付的電子銀行產(chǎn)品創(chuàng)新[J];電子商務;2015年07期

6 易會滿;;銀行擁抱互聯(lián)網(wǎng)金融變革新時代——融e購的價值判斷及前景判研[J];金融電子化;2015年04期

7 吳曉光;劉芳;;我國商業(yè)銀行移動金融發(fā)展策略探討[J];南方金融;2014年12期

8 宋建華;;互聯(lián)網(wǎng)金融時代的新市場研究[J];金融論壇;2014年07期

9 李瑞紅;;商業(yè)銀行與第三方支付機構合作風險及防控建議[J];華北金融;2013年08期

10 王佳穎;王覺民;;商業(yè)銀行電子商務平臺發(fā)展研究[J];金融縱橫;2013年06期

相關重要報紙文章 前2條

1 姜業(yè)慶;;工行新名片：跨境電商“融e購”[N];中國經(jīng)濟時報;2015年

2 柳燈;秦海清;;工行“融e購”B2B+B2C平臺全解構：戰(zhàn)略整合金融+交易數(shù)據(jù)[N];21世紀經(jīng)濟報道;2015年

相關碩士學位論文 前9條

1 黃婧茜;中國建設銀行“善融商務”發(fā)展研究[D];安徽大學;2016年

2 劉帥妹;中國工商銀行電子銀行業(yè)務發(fā)展研究[D];安徽大學;2016年

3 祝靚媛;商業(yè)銀行應對互聯(lián)網(wǎng)金融挑戰(zhàn)策略研究[D];首都經(jīng)濟貿(mào)易大學;2016年

4 宋曉萌;工商銀行發(fā)展互聯(lián)網(wǎng)金融策略研究[D];山東財經(jīng)大學;2016年

5 付自強;銀行電商平臺業(yè)務發(fā)展策略研究[D];山東大學;2015年

6 趙彥萍;工商銀行互聯(lián)網(wǎng)金融模式分析[D];山西大學;2015年

7 杜國強;互聯(lián)網(wǎng)金融對中國商業(yè)銀行經(jīng)營業(yè)務的影響研究[D];吉林大學;2015年

8 朱j;中國工商銀行應對互聯(lián)網(wǎng)金融挑戰(zhàn)策略研究[D];廈門大學;2014年

9 郭偉;中國建設銀行發(fā)展互聯(lián)網(wǎng)金融的策略研究[D];湖南大學;2013年

，

本文編號：2504227