A Research On Development Strategy Of Bank E-Commerce Platform

With the rapid development of science and technology,the continuous improvement of people's living standards and the rapid popularization of the Internet,finance has begun to integrate quickly with the Internet.It is difficult for domestic commercial banks to continuously obtain new users and improve their profit level under the traditional management mode.Therefore,it is urgent to explore new financial Internet path to cope with competition.Self-operated e-commerce platform is one of the important strategies for traditional commercial banks to actively respond to Internet financial shocks.Commercial banks take the self-operated e-commerce platform as a carrier,and provide more convenient and efficient financing channels for them by comprehensively grasping all kinds of information,funds and data of users upstream and downstream of the platform,at the same time,create high-quality financial products and services closer to the market.While bringing convenient consumption experience to users,it also promotes the transformation and upgrading of traditional banking business and expands the source of bank profits.However,although the transaction volume of e-commerce platforms of banks has made great breakthroughs,there are still some problems such as poor user experience and low reputation of the platforms.Therefore,from the perspective of user needs and the development of banking e commerce platform,this paper puts forward suggestions for future development of banking e-commerce platform.Among the major e-commerce platforms in the banking sector,ICBC's E-commerce platform has the fastest growth in transaction scale and the highest cumulative transaction volume,and its total assets rank first among domestic banks.It has abundant and strong resources and capabilities to develop e-commerce platforms.Therefore,this case of "E-commerce" platform is highly representative.Based on the relevant theoretical research,this paper adopts interviews,case studies,comparative analysis,literature research,and questionnaire survey.Firstly,this paper analyses the current situation and characteristics of domestic commercial banks' e-commerce platform development.Secondly,the PEST model is used to analyze the macro environment of the development of bank e-commerce platform and investigate the habits of network users.Then,through the case study of ICBC's E-commerce platform,we get the problems of its internal operation,external threats and its own resources and capabilities.At the same time,we compare it with Tmall,the largest domestic B2 C market share e-commerce platform,and deeply analyze the gap between ICBC's E-commerce platform and traditional e-commerce platform.Finally,from the perspective of users' needs and using the theory of social marketing,this paper puts forward the strategies and suggestions for the future development of ICBC's E-commerce platform,which can provide reference for other commercial banks to develop e-commerce business and carry out marketing activities in the future.