ICBC "Merging E-purchase" Platform

In the context of current developments in Internet banking practices, traditional ways in which the banking business was none are clearly out of date. All kinds of e-commerce methods have begun competing in banking markets. Banks are using their financial-servicing experiences, customer-resource databases, and customer-spending trends to build their own e-commerce platforms so as to be able to provide enhanced more comprehensive services for their customers taking into consideration all conditions in the market generally.The goal of this thesis has been to study transition data so the bank will know that its customers need,information which should provide an accurate guide to an effective marketing strategy. In doing so the bank's future financial services will be better suited for enhancing existing practices whose methods were initially reasonably well-founded. The first e-commerce banking methods were effective, but eventually new challenges arose requiring methods of eliminating disadvantages that had been revealed, improved marketing platforms thus developed enabling considerable enhancement of bank competitiveness and improving market shares through analysis of the bank s own strengths.In constructing this thesis, extensive use has been made of retrieval of literature on the subject, case analyses, and the model of 3C analysis to assess the advantages and disadvantages of the “merging e-purchase” platforms taking into thorough consideration customers' needs and demands along with competitors' methods and products, in order to suggest improvements to bank competitiveness.The thesis has also utilized the SWOT model to combine its advantages to the already defined situation in order to initiate marketing-development strategies in the“merging e-purchase” platform and put forward specific measures for implementation of such strategies.This thesis has been divided into two parts: the first part introduces the domestic and international banking e-commerce background and the current situation, including current developments and problems. The thesis has used the Industry and Commercial Bank of China as a sample of the use of emerging e-purchase platforms to sharpen the effectiveness of marketing strategies.The second part of the thesis concerns case-analyses in which customers'needs, competitors' practices and products are combined and integrated in an emerging new e-purchase strategy that be developed as something akin to a brand-name entity that can be presented as something of vital consequence to the success of the entire banking industry.The resultant product should be capable of positive comparison with other current marketing methods. In the process, it is both central and vital to always consider and, in fact,focus on customer satisfaction, institutional efficiency, increased professional effectiveness of company personnel.