本文關(guān)鍵詞： 善融商務(wù) 營(yíng)銷 金融產(chǎn)品　出處：《安徽財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái),伴隨著互聯(lián)網(wǎng)金融的新興,各大電子商務(wù)平臺(tái)紛紛依靠自己平臺(tái)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(tái),此類平臺(tái)逐漸擠占網(wǎng)上銀行支付市場(chǎng),給傳統(tǒng)銀行業(yè)遭受巨大打擊。并且這些平臺(tái)所擁有的客戶數(shù)據(jù)正是銀行所需要的,而銀行是無(wú)法共享這些客戶數(shù)據(jù)的,造成銀行嚴(yán)重脫媒。作為五大行之一的中國(guó)建設(shè)銀行意識(shí)到面對(duì)如此嚴(yán)峻的市場(chǎng)形勢(shì),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(jìn)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(tái),此平臺(tái)的終極目標(biāo)在于依托電商平臺(tái)的大數(shù)據(jù)來(lái)營(yíng)銷該平臺(tái)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(shí)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(duì)于發(fā)展電子商務(wù)平臺(tái)還是缺乏經(jīng)驗(yàn)。在此背景下,首先對(duì)建設(shè)銀行“善融商務(wù)”平臺(tái)經(jīng)營(yíng)現(xiàn)狀以及行業(yè)發(fā)展?fàn)顩r進(jìn)行分析,得出目前此平臺(tái)各項(xiàng)經(jīng)營(yíng)指標(biāo)穩(wěn)步增長(zhǎng)但增長(zhǎng)幅度較小,商品數(shù)量少且業(yè)務(wù)分類不明確以及認(rèn)知度較低,并分析了建設(shè)銀行“善融商務(wù)”平臺(tái)現(xiàn)行營(yíng)銷策略,在產(chǎn)品方面,普通商品設(shè)計(jì)不專業(yè)且品種單一,金融產(chǎn)品創(chuàng)新力度不足;在價(jià)格方面,未根據(jù)具體環(huán)境定價(jià);在渠道方面,部門之間以及客戶維護(hù)力度不夠;在促銷方面,平臺(tái)知名度太低以及缺乏專業(yè)的促銷人員;針對(duì)這些現(xiàn)狀也對(duì)營(yíng)銷策略進(jìn)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(jià)格上,入駐商城堅(jiān)持零成本原則,對(duì)商戶采取關(guān)系定價(jià),金融產(chǎn)品采取LPR定價(jià);在渠道上,分析大數(shù)據(jù),引進(jìn)金融-營(yíng)銷復(fù)合型人才;在促銷上,“推拉結(jié)合”式促銷且創(chuàng)新營(yíng)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(lái)發(fā)展電商業(yè)務(wù)以及通過平臺(tái)營(yíng)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(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.33;F274

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