Research On The Marketing Strategy Of B2C Of Shanrong Business

In recent years,with the rapid development of the Internet,e-commerce has sprung up.With its flexible system and innovative thinking,professional e-commerce companies continue to infiltrate the financial industry.In order to grasp the key aspects of the financial ecosystem,China Construction Bank Co.,Ltd.marched towards e-commerce and set up a good financial business e-mall,aiming at realizing 'getting customers' and'activating customers' and helping China Construction Bank Co.,Ltd.to transform and develop.However,under the fierce competition in the market,the development of Shanrong Business has been relatively slow and there is still a long way to go before the goal of'getting customers'and 'activating customers' is achieved.This article takes B2C of Shanrong Business as research object,adopts the methods of investigation,literature research and comparative analysis,and by analyzing the market environment,market segmentation and marketing strategy,carries on the research to the marketing strategy of B2C of Shanrong Business.It is suggested that in the face of fierce market competition,B2C of Shanrong Business should select the market segments of the town's financial e-commerce,determine the market position of the 'trusted financial services experts' and re-evaluate the marketing strategies according to the marketing theory of 4Cs.In terms of customer's need,after satisfying the core requirements of the customer's financial services,further improve the products and services and provide value-added services to meet the customer's additional needs and extension requirements.In the aspect of cost,use the advantages of centralized procurement and social resources,save customers in all aspects of the cost,and personalized pricing.In terms of customer convenience,improve payment levels and service quality,give play to the bank's physical channel advantages,and promote online and offline integration.In terms of communication,communicate on the theme of 'trust' and 'financial services experts' and enrich communication methods.Finally,The goal of 'getting customers' and 'activating customers' will be achieved,helping the bank to transform and develop.