Research On The Transformation Of Rural Financial E-commerce O2O In China Postal Savings Bank

Since 2010,the cOmmercial bank has started the transformation of the internet with the improving awareness of the electronic financial.In addition to the increasing users of e-bank and mobile bank,the commercial bank also has launched online financial products such as online credit,online deposits,direct sales banks,smart banks,community bank.Although commercial banks has accumulated experience and enhanced awareness on the internet in recently years,the problem of product homogenization has been increasing seriousness,such as commercial bank and electronic commerce platform.The commercial bank has launched products for the simple imitation and competitiveness.However,because of the lack of strategic layout and support,the online business of commercial banks can not develop sustainably.In terms of the development of O2O,there is not a success case in china.Commercial banks are exploring a reasonable transformation of O2O in order to increase customers,reduce costs and improve revenue.Postal Savings Bank of China(PSBC)adopts the traditional operation mode to develop business with its advantage of wide coverage and the large number of outlets.However,because of the impact of electronic financial and interest rate liberalization,the customer churn rate and the loss rate of PSBC are increasing.The transformation of traditional mode of operation to the electronic financial business model for PSBC is imminent.This paper introduces the development of O2O in rural areas of China and analyzes the advantages,disadvantages,opportunities and challenges of the PSBC.Then,analyze the feasibility of O2O transformation according to the actual situation of PSBC.Based on the resource superiority and market demand,PSBC put forward O2O mode of rural electronic commerce.This mode can give full play to advantage of electricity business platform and logistics platform of Post.At last,the implementation suggestion of the countryside electronic commerce of PSBC is elaborated including the strategy formulation,the key work,the strategic safeguard and the strategic support.