The Analysis On The Marketing Model Of Commercial Bank E-commerce

With the evolvement and development of information technology as well as the promotion and application of emerging technologies such as cloud computing,the Internet of Things and big data,the integration of the Internet with various industries is shaping human's consumption mode and ways to understand the future and the Internet mode is stepping toward a brand new milestone.Traditional economy is becoming e-commercialised and Internet-enabled.Hence,only by breaking down boundaries and embracing the field of Internet can commercial banks possibly survive.This paper is dedicated to the attempts and exploration to develop e-commerce made by the Industrial and Commercial Bank of China(ICBC)where I serve myself.It will fully analyse the advantages,disadvantages,opportunities and threats of “ICBC EMALL” in competition with SWOT Analysis.Meanwhile,based on the summary of theories and practices related to 4V Marketing,it will also propose the four marketing modes with the characteristics of “ICBC EMALL”,i.e.financial,digital,full-channel and social marketing,so as to innovate the marketing modes of e-commerce platforms for commercial banks.The paper analyses how ICBC embraces Internet marketing by launching “ICBC EMALL” relying on its own features of financial services and system of data analysis and mining as well as widespread online stores and overseas branches and explores viable schemes of marketing and promotion for e-commerce platforms of commercial banks so as to enhance their core competitiveness.