The B2C Business Competitive Strategy Research Of ICBC’s Internet E-commerce Platform

In recent years,with the rapid development of the Internet financial industry,traditional financial institutions have been challenged in terms of payment methods,online financing,and information collection.Even though the traditional banking industry has pre-emptive advantages in offline business,financial business capabilities,capital and customer group resources,new e-commerce platforms such as Alibaba and JD.com have continued to innovate business models and use e-commerce as the entry point,relying on gradually Rich and complete service platforms and data SYstems to carry out financial service businesses,such as JD Baitiao,Huabei,Ali Xiaodai,etc.;at the same time,the development of third-party payment platforms such as WeChat and Alipay has also largely squeezed out the traditional bank payment market.In order to change the passive situation,major banks have begun to enter the field of e-commerce and build their own Internet financial platforms,and the bank’s "e-commerce+finance"model has gradually grown.This article takes ICBC’s "e-shopping" e-commerce platform as an example,combining the economic situation of the SY area and the current actual operating conditions of the "e-shopping" e-commerce platform,through in-depth analysis of the development status,with the help of PEST model,wave Special five forces model,internal and external factor evaluation matrix and other tools to identify the external opportunities and threats of the platform,judge the advantages and disadvantages,from the perspective of competitive strategy,use SWOT analysis tools and QSPM matrix to construct the actual development of the SY ICBC e-buying platform strategy.Combining with the status quo of the platform,existing problems and internal reasons,it provides practical and feasible specific countermeasures and safeguard measures to promote the implementation of the platform’s development strategy.Finally,after comprehensively considering the operating status and specific analysis of the "e-shopping" e-commerce platform,combined with the comprehensive analysis of the value chain analysis and QSPM matrix,the focus strategy is finally determined to achieve the enhancement of the competitiveness of the e-commerce platform.Through the analysis of the internal and external environment,advantages and disadvantages,the platform can find its own value creation points and profit growth points,and give full play to its bank e-commerce characteristics and advantages to enhance the platform’s Internet financial service capabilities.And combined with the economic situation and regional characteristics of the SY region,in-depth data mining work,combined with precision marketing for the six major customer groups,strengthened inclusive finance,and the ability to attract customers for consumption loans,to promote the implementation of the platform strategy.The development of business and the improvement of the competitiveness of banking e-commerce have important practical significance.