【摘要】：在利率自由化及經(jīng)濟(jì)新常態(tài)的背景下,互聯(lián)網(wǎng)公司紛紛嘗試進(jìn)入互聯(lián)網(wǎng)金融領(lǐng)域。第三方支付平臺(tái)等正在向銀行業(yè)務(wù)發(fā)起挑戰(zhàn)。另一方面,電子商務(wù)的不斷普及正不斷地改變?nèi)藗兊南M(fèi)方式,銀行正面臨著轉(zhuǎn)型升級(jí)的關(guān)鍵階段。銀行通過(guò)建立自有的電子商務(wù)平臺(tái),完善信息獲取渠道降低信息獲取成本,促進(jìn)銀行轉(zhuǎn)型升級(jí),在互聯(lián)網(wǎng)金融領(lǐng)域競(jìng)爭(zhēng)中取得優(yōu)勢(shì)地位。首先,對(duì)融e購(gòu)平臺(tái)進(jìn)行的全面的介紹。通過(guò)深入介紹融e購(gòu)平臺(tái)的各項(xiàng)服務(wù)、運(yùn)營(yíng)狀況及活動(dòng)項(xiàng)目,以融e購(gòu)平臺(tái)B2C,B2B的角度出發(fā),介紹了平臺(tái)的運(yùn)營(yíng)模式及店鋪入駐模式等,并進(jìn)一步對(duì)融e購(gòu)平臺(tái)的特有優(yōu)勢(shì)進(jìn)行了簡(jiǎn)單的介紹。其次,對(duì)融e購(gòu)平臺(tái)發(fā)展現(xiàn)狀進(jìn)行了深入的分析。并將融e購(gòu)平臺(tái)的銷量與阿里巴巴、京東商城的銷量比較,探索阻礙融e購(gòu)平臺(tái)現(xiàn)階段發(fā)展的原因。深入分析阻礙融e購(gòu)發(fā)展的問(wèn)題,例如平臺(tái)知名度較低、融e購(gòu)平臺(tái)市場(chǎng)定位不明確、銷售產(chǎn)品的種類及范圍上受到了限制、平臺(tái)監(jiān)管的漏洞、平臺(tái)的運(yùn)營(yíng)規(guī)則與運(yùn)營(yíng)體制等有待完善等問(wèn)題。此外,對(duì)工商銀行開展融e購(gòu)平臺(tái)進(jìn)行SWOT分析。通過(guò)對(duì)工商銀行內(nèi)部條件、外部市場(chǎng)環(huán)境以及競(jìng)爭(zhēng)企業(yè)的分析:工商銀行開展融e購(gòu)平臺(tái)在銀行物理網(wǎng)點(diǎn)、資金和信息方面資源優(yōu)勢(shì)、以及工商銀行互聯(lián)網(wǎng)發(fā)展思維的領(lǐng)先的內(nèi)部?jī)?yōu)勢(shì);融e購(gòu)平臺(tái)在知名度、產(chǎn)品種類、營(yíng)銷能力的劣勢(shì);工商銀行借助融e購(gòu)平臺(tái)整合數(shù)據(jù)流,促進(jìn)銀行業(yè)務(wù)轉(zhuǎn)變、擴(kuò)在金融目標(biāo)群體的外部機(jī)會(huì);融e購(gòu)面臨的市場(chǎng)競(jìng)爭(zhēng)、市場(chǎng)環(huán)境以及政策的外部威脅。并通過(guò)SWOT分析矩陣,為融e購(gòu)平臺(tái)現(xiàn)階段的問(wèn)題提供解決方案。通過(guò)對(duì)融e購(gòu)平臺(tái)的SWOT分析矩陣,為融e購(gòu)發(fā)展提出完善對(duì)策。例如提高融e購(gòu)平臺(tái)創(chuàng)新能力、完善銀行信息整合、轉(zhuǎn)變平臺(tái)營(yíng)銷策略、開放入駐機(jī)制、完善支付體驗(yàn)、差異化競(jìng)爭(zhēng)戰(zhàn)略、提高用戶滿意度及加強(qiáng)風(fēng)險(xiǎn)防范等對(duì)策。最后,對(duì)全文進(jìn)行總結(jié),為銀行打造互聯(lián)網(wǎng)電子商務(wù)平臺(tái)提供一些意見(jiàn)。
[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(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F832.2

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