建设银行青岛分行“善融商务”平台的运营模式研究

发布时间：2018-03-16 04:37

本文选题：商业银行　切入点：电商平台　出处：《东北农业大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着电子商务的迅猛发展,以阿里巴巴为首的电商以其强大的平台优势开始进军金融领域,传统的银行业受到了很大的冲击,如何挖掘现有客户的潜在需求,拓展新客户,寻找新的利润增长点,维护其金融领域的地位,成为商业银行关注的焦点,目前商业银行已经不再甘于只做电子商务链条末端的支付结算业务,而是凭借其强大的资源优势和成熟的系统优势,开始全面开展电子商务业务,各大商业银行已经纷纷建立自己的电商平台,目前有例如建设银行、工商银行、交通银行在内的多家银行搭建了自己的电子商务平台,为客户提供互联网金融服务。2012年,建设银行创立了第一个电子商务平台——“善融商务”,开启“互联网+商业+金融”模式的先河。“善融商务”包含了商品批发及零售、融资服务、金融服务、个人住房交易等金融和商务服务,这样既能为客户提供商品在线交易的功能,又能为客户提供各种金融融资服务,信息咨询等特色服务。本文对建设银行青岛分行“善融商务”平台的运营模式研究从电子商务的基础概念和平台的基础理论入手。首先介绍了电子商务的概念,在了解电子商务平台理论的基础上阐述了电子商务在我国的发展现状,对电子商务平台的模式进行详细的分析,进而展开对建设银行青岛分行“善融商务”平台现状的分析,包括对企业商城和个人商城近三年来的经营数据分析,其平台提供的服务、运营模式、发展优势及其面临的竞争。其次是对建设银行青岛分行电商平台运营模式存在的问题进行剖析,从机制建设、运营推广和创新性等方面着手,找出其存在问题的成因。最后是对建设银行青岛分行“善融商务”平台发展提出了相应的建议。商业银行要发展电商平台,首先要对自身的优势和劣势有清楚的了解,对目前发展良好的大型电商企业好的经营方式和运营经验进行借鉴和学习;其次要加强对商业银行内部制度的建设,优化运营流程,加强对专业人才的培养、加强跨界合作、提高客户的体验,不断提升“善融商务”平台的竞争力,更适应电子商务的发展。
[Abstract]:With the rapid development of electronic commerce, e-commerce, led by Alibaba, began to enter the financial field with its strong platform advantage. The traditional banking industry has suffered a great impact. How to tap the potential needs of existing customers and expand new customers, Looking for new profit growth point and maintaining its position in financial field has become the focus of commercial banks' attention. At present, commercial banks are no longer willing to do only the payment and settlement business at the end of the chain of electronic commerce. Instead, relying on their strong resource advantages and mature system advantages, they began to carry out e-commerce business in an all-round way. Each major commercial bank has established its own e-commerce platform one after another. At present, there are, for example, China Construction Bank, Industrial and Commercial Bank, A number of banks, including Bank of Communications, have built their own e-commerce platforms to provide Internet financial services to customers. In 2012, China Construction Bank founded the first e-commerce platform, "good Business", which opened the "Internet business finance" model. "good finance" includes wholesale and retail goods, financing services, financial services. Financial and business services, such as personal housing transactions, provide customers with both the function of online trading of goods and a variety of financial financing services. This paper starts with the basic concept of E-commerce and the basic theory of the platform. Firstly, it introduces the concept of E-Commerce. On the basis of understanding the theory of E-commerce platform, this paper expounds the development status of E-commerce in China, analyzes the mode of E-commerce platform in detail, and then analyzes the current situation of "good Finance Commerce" platform in Qingdao Branch of China Construction Bank. Including the business data analysis of enterprise mall and individual mall in the past three years, the service provided by its platform, the operation mode, Secondly, it analyzes the problems existing in the operation mode of the e-commerce platform of China Construction Bank Qingdao Branch, starting from the aspects of mechanism construction, operation promotion and innovation, etc. Finally, it puts forward corresponding suggestions for the development of the "good Finance Commerce" platform in Qingdao Branch of China Construction Bank. If commercial banks want to develop e-commerce platforms, they must first have a clear understanding of their own strengths and weaknesses. We should learn from and learn from the good management mode and operation experience of the large e-commerce enterprises with good development at present. Secondly, we should strengthen the construction of the internal system of commercial banks, optimize the operation process, strengthen the training of professionals, and strengthen cross-border cooperation. Improve the experience of customers, constantly enhance the competitiveness of the platform, more suitable for the development of electronic commerce.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.33;F274

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