發(fā)布時間：2018-01-19 03:09

  本文關鍵詞： 融e購 電子商務 工商銀行 運營策略　出處：《北方工業(yè)大學》2017年碩士論文　論文類型：學位論文

【摘要】：傳統(tǒng)電商針對金融市場的布局,使銀行業(yè)意識到業(yè)務經(jīng)營面臨著前所未有的挑戰(zhàn)。即便傳統(tǒng)銀行在線下業(yè)務、金融專業(yè)能力、資本和客戶基礎領域占有先決優(yōu)勢。但電商巨頭們的倒逼,客戶體驗的便捷要求、融資困難的現(xiàn)狀等因素迫使銀行不得不在金融創(chuàng)新的背景下轉型。通過搭建電商平臺將商品流、信息流、資金流有效整合起來,實現(xiàn)外部合作資源和社會資源的優(yōu)化和配置。與此同時,銀行電商的紛紛興起使得商品和服務愈發(fā)同質化,仿佛并沒有給工商銀行在電商經(jīng)營領域帶來多少優(yōu)勢。2012年建設銀行"善融商務"上線,此后交通銀行"交博匯"、中國銀行"中銀易商"等平臺迅速崛起。"融e購"處在互聯(lián)網(wǎng)電商和銀行電商的夾縫中必須要提升運營水平,并通過交易數(shù)據(jù)的分析掌握消費者行為偏好和了解客戶資金需求。"融e購"平臺搭建的目的不在"商"而在"融",以撮合商戶和消費者交易的形式來拓展銀行中間業(yè)務。本篇論文從電子商務的發(fā)展和我國電子商務的運營現(xiàn)狀著手,通過對"融e購"運營情況和環(huán)境分析,指明工商銀行的在品牌、支付、客戶資源、信息安全方面的優(yōu)勢,以及在運營策略中差異化,物流、服務方面存在的劣勢。全文以"融e購"運營環(huán)節(jié)與互聯(lián)網(wǎng)電商"阿里巴巴"、"京東商城"以及銀行電商"善融商務"、"交博匯"進行比較分析。得出"融e購"在平臺監(jiān)管、客戶服務、營銷宣傳方面存在的問題,并在第六部分給予了相應解決措施方案。最后,經(jīng)綜合考慮"融e購"電商平臺的運營現(xiàn)狀和問題分析,以及互聯(lián)網(wǎng)金融的發(fā)展前景,得出工商銀行涉足電商領域是必要的轉型。以后更要發(fā)揮其銀行電商特色,打造成運用互聯(lián)網(wǎng)思維,深入開展數(shù)據(jù)發(fā)掘工作,努力提升用戶體驗好感的一站式服務平臺。經(jīng)分析確認未來的電商運營是全供應鏈形式,在這里不但可以解決買賣雙方的交易需求,而且相關聯(lián)環(huán)節(jié)也都有專業(yè)的團隊參與進來,力求形成產(chǎn)供銷、資金運作、售后服務一體化的成熟"融e購"電商運營業(yè)態(tài)。
[Abstract]:The layout of traditional e-commerce for the financial market makes the banking industry realize that business management is facing unprecedented challenges. Even if traditional banks leave the line of business, the financial professional ability. The capital and customer base field has the first advantage. But the e-commerce giant's downfall, the customer experience convenient request. Financing difficulties and other factors forced banks to transform in the context of financial innovation. Through the establishment of e-commerce platform to effectively integrate the flow of goods, information flows, capital flows. At the same time, the rise of bank e-commerce makes the goods and services more homogeneous. It does not seem to have brought many advantages to ICBC in the field of e-commerce business. In 2012, China Construction Bank "good financial business" went online, and since then, Bank of Communications "exchange exchange". Bank of China "Bank of China" and other platforms, such as the rapid rise, "Ronge purchase" in the Internet e-commerce and banking e-commerce in the gap between the need to improve the level of operation. And through the analysis of transaction data to grasp consumer behavior preferences and understand customer funding needs. The purpose of the platform is not "business" but "finance". This paper starts with the development of E-commerce and the current situation of E-commerce operation in China, through the analysis of the operation and environment of "E-purchase". Identify ICBC's advantages in brand, payment, customer resources, information security, and differentiation in operational strategies, logistics. The disadvantages of service. The full text is "eBuy" operation link and Internet ecommerce "Alibaba", "JingDong Mall" and bank ecommerce "good business". Through comparative analysis, we get the problems in platform supervision, customer service and marketing promotion, and give the corresponding solutions in 6th. Finally. After a comprehensive consideration of the "E-purchase" e-commerce platform operating status and problem analysis, as well as the development of Internet finance prospects. Industrial and Commercial Bank of China (ICBC) is a necessary transition in the field of e-commerce. In the future, it is necessary to give play to its characteristics of e-commerce, to build into the use of Internet thinking, in-depth data mining work. The analysis confirms that the future e-commerce operation is a full supply chain form, which can not only solve the transaction needs of both buyers and sellers. And related links are also involved in professional teams, and strive to form a production, supply and marketing, capital operation, after-sales service integration of the mature "melt e purchase" e-commerce business.
【學位授予單位】：北方工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F274;F832.33

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