本文關(guān)鍵詞： 善融商務(wù) 營銷 金融產(chǎn)品　出處：《安徽財經(jīng)大學》2017年碩士論文　論文類型：學位論文

【摘要】：近年來,伴隨著互聯(lián)網(wǎng)金融的新興,各大電子商務(wù)平臺紛紛依靠自己平臺上的數(shù)據(jù)涉足金融領(lǐng)域,搶占了銀行的一些基礎(chǔ)業(yè)務(wù),典型的代表是支付寶等第三方支付平臺,此類平臺逐漸擠占網(wǎng)上銀行支付市場,給傳統(tǒng)銀行業(yè)遭受巨大打擊。并且這些平臺所擁有的客戶數(shù)據(jù)正是銀行所需要的,而銀行是無法共享這些客戶數(shù)據(jù)的,造成銀行嚴重脫媒。作為五大行之一的中國建設(shè)銀行意識到面對如此嚴峻的市場形勢,必須要挖掘客戶資源,不再僅僅只是提供基礎(chǔ)的支付、轉(zhuǎn)賬、結(jié)算等業(yè)務(wù),紛紛開始進入電子商務(wù)領(lǐng)域,于是2012年6月初次推出“善融商務(wù)”電子商務(wù)平臺,此平臺的終極目標在于依托電商平臺的大數(shù)據(jù)來營銷該平臺上金融產(chǎn)品以及提供相應(yīng)的金融服務(wù)。雖然“善融商務(wù)”發(fā)展四年多時間內(nèi)取得一定的成果,比如許多知名企業(yè)成功入駐建設(shè)銀行“善融商務(wù)”網(wǎng)上商城,但銀行對于發(fā)展電子商務(wù)平臺還是缺乏經(jīng)驗。在此背景下,首先對建設(shè)銀行“善融商務(wù)”平臺經(jīng)營現(xiàn)狀以及行業(yè)發(fā)展狀況進行分析,得出目前此平臺各項經(jīng)營指標穩(wěn)步增長但增長幅度較小,商品數(shù)量少且業(yè)務(wù)分類不明確以及認知度較低,并分析了建設(shè)銀行“善融商務(wù)”平臺現(xiàn)行營銷策略,在產(chǎn)品方面,普通商品設(shè)計不專業(yè)且品種單一,金融產(chǎn)品創(chuàng)新力度不足;在價格方面,未根據(jù)具體環(huán)境定價;在渠道方面,部門之間以及客戶維護力度不夠;在促銷方面,平臺知名度太低以及缺乏專業(yè)的促銷人員;針對這些現(xiàn)狀也對營銷策略進行了一些優(yōu)化措施,產(chǎn)品上,以普通商品為基礎(chǔ),以金融產(chǎn)品為核心,加大金融產(chǎn)品創(chuàng)新力度;在價格上,入駐商城堅持零成本原則,對商戶采取關(guān)系定價,金融產(chǎn)品采取LPR定價;在渠道上,分析大數(shù)據(jù),引進金融-營銷復合型人才;在促銷上,“推拉結(jié)合”式促銷且創(chuàng)新營銷宣傳方式。得到了一些結(jié)論與啟示,希望為商業(yè)銀行未來發(fā)展電商業(yè)務(wù)以及通過平臺營銷金融產(chǎn)品提供一些思路。
[Abstract]:In recent years, with the emergence of Internet finance, the major e-commerce platforms rely on their own data to get involved in the financial field, preempting some of the basic business of banks. Typical representatives are third-party payment platforms such as Alipay, which gradually crowd out the online banking payment market. To the traditional banking industry suffered a great blow. And these platforms have customer data that banks need, and banks can not share these customer data. As one of the five banks, China Construction Bank has realized that in the face of such a severe market situation, it is necessary to tap customer resources, no longer just to provide the basis of payment, transfer. Settlement and other business, have begun to enter the field of e-commerce, so in early June of 2012 launched "good business" e-commerce platform. The ultimate goal of the platform is to rely on the e-commerce platform of big data to market the platform's financial products and provide the corresponding financial services. For example, many well-known enterprises have successfully entered the online mall of China Construction Bank (CCB), but the banks still lack experience in developing e-commerce platforms. First of all, the operating status and industry development status of "good financial commerce" platform of China Construction Bank are analyzed, and the results show that the current operating indicators of the platform are growing steadily, but the growth rate is small. The quantity of goods is small, the classification of business is not clear and the degree of recognition is low. This paper also analyzes the current marketing strategy of "good Finance Commerce" platform of China Construction Bank. In terms of products, the design of ordinary commodities is not professional and the variety is single. The innovation of financial products is insufficient; In price, not according to the specific environment pricing; In the channel, the maintenance between departments and customers is not enough; In terms of promotion, the platform is too well-known and lack of professional salespeople; In view of these present situation also carried on some optimization measures to the marketing strategy, the product, takes the ordinary commodity as the foundation, takes the financial product as the core, strengthens the financial product innovation dynamics; In terms of price, the resident Mall adheres to the principle of zero cost, and adopts the relationship pricing to the merchants and the LPR pricing to the financial products. In the channel, analyzes big data, introduces the finance and the marketing compound talented person; In the promotion, the "push-pull combination" type promotion and the innovation marketing propaganda method, has obtained some conclusions and the enlightenment, hoped for the commercial bank to develop the electronic commerce service and the marketing financial product through the platform to provide some ideas.
【學位授予單位】：安徽財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.33;F274

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