Research On The Business Strategy Of China Construction Bank's E-commerce Platform

With the progress of the times,the Internet technology has gradually swept the whole society,promoting the rapid development of various industries and areas.And people's lifestyle has also undergone tremendous changes.Once we have an intimate contact with the Internet,we'll have infinite opportunities and everything is impossible.Taking e-commerce as an example,in the eyes of many people in the past,e-commerce is just to move goods to the Internet for sale,but only to increase and expand the channels for the sale of goods.But today,with the development of e-commerce,some e-commerce enterprises found that not only could they sell goods through Internet,but also it hides countless opportunities.They began to seize opportunities and start relying on e-commerce platform to carry out relative Internet banking.Ali Finance,which is the representative of Internet financial business based on e-commerce,also rises rapidly.The relationship between the traditional e-commerce platform and commercial banks has evolved from close cooperation to competition.This behavior also has an impact on the traditional commercial banks,forcing commercial banks to change the thinking,continue to carry out business innovation,and began to develop Internet finance,and e-commerce has become a platform to try.In recent years,the major commercial banks have launched e-commerce platforms with their own operating characteristics,such as “shanrong commerce” of China Construction Bank and the “financial e purchase” of ICBC,etc.Through the rapid development of the recent years,they gained a lot but still have much room to develop comparing with the traditional e-commerce such Taobao,Tmall and Jingdong.Nowadays the income of e-commerce platform has become an indispensable part of the profits of commercial banks.How to gain a foothold in the attack of traditional e-commerce and how to develop a broader world,which need in-depth research and thinking about the e-commerce products and cases of commercial banks.This is still the problem that commercial banks can not avoid in the development of e-commerce.This paper is based on the relative theories and introduces the origin of the electronic commerce and the development of commercial banks.Uses SWOT model to analyze the advantages and disadvantages and opportunities faced by the commercial banks in the development of electronic commerce.Meanwhile,this paper takes the “shanrong commerce” of China Construction Bank as a typical case,introducing the reasons for it to come into being,its service object,channels and development,and using the classical model of Potter's five forces model to analyze the industry environment of “shanrong commerce”,at the same time,we compared it with the large domestic e-commerce platforms,such as Tmall and Jingdong,then analyzes the advantages and disadvantages of “shanrong commerce”.Finally,combined with the experimental method and questionnaire and other method to study and draw the conclusion.Taking China Construction Bank as an example,the establishment of “shanrong commerce” has made some achievements in the industry,the scale of the trading volume has expanded and increased year by year.In contrast to its opponent,such as Tmall and Jingdong,it has large room to improve,such as lacking publicity,less product category,poor users' experience,less financial innovation,etc.This paper focuses on thinking and analyzing these problems,finally puts forward that “shanrong commerce” should be improved its publicity,enhance the users' experience and increase financial product innovation,and give suggestions for future development.