【作者】 张辉；

【导师】 刘璞；

【作者基本信息】 河北工业大学 ， 工商管理硕士（专业学位）， 2018， 硕士

【摘要】 近年来,随着我国经济的快速发展,电子商务产业已成为主要支柱产业之一。国内电子商务交易规模持续增长,新模式、新业态发展迅猛,以阿里巴巴、京东为代表的传统电商公司,依托第三方支付平台,联合基金、保险等行业,涉足互联网金融,挤占银行业的融资、支付市场,对银行的支付、存贷款及代理类投资业务,产生替代效应,银行业受到巨大冲击。在此背景下,国内各商业银行利用自身强大的资金流、丰富的客群资源等优势,搭建起各自的电子商务平台,联通买卖双方,充分发挥银行的金融中介作用;获取客户信息,系统分析梳理,准确定位,精准营销。G银行电子商务平台——“融e购”,虽发展迅速,但同时也面临着市场竞争力不足、知名度低、运营能力薄弱、营销经验不足、用户体验差等发展困境。因此,提出一套切实可行的市场开发策略,可以对电商平台良性发展起到促进作用。以河北分行为立足点,如何开发新客户,活跃沉寂客户,增强客户黏性,抢占市场份额,是本论文研究的主要内容。本文对G银行电商平台所面临的宏观环境进行分析;通过与国内主要的电商平台及银行系电商平台对比,分析行业竞争环境;运用调查问卷的方式分析河北分行目标消费者特征,从基本情况、消费需求、消费习惯方面,分析消费者做出选择的影响因素;利用STP理论对河北分行电子商务平台目标市场进行分类及定位;应用7Ps组合营销理论,针对新市场和现有市场的不同特性,结合河北分行电商平台具体发展目标,分别分析了不同市场的开发策略,提出新市场在获客渠道、提供商品、有形展示方面,现有市场在商户定价、平台促销、服务过程、商品种类、人员方面存在的问题,分析各自产生问题的影响因素,并对新市场开发策略从渠道拓展、开发成本、发展商户、商品种类、商品展示方面,现有市场从商品定价、促销模式、商户管理、过程管理、商品扩增、客户需求方面分别提出优化措施。最后,为保障市场开发策略能够得到有效实施,从商户建设、人力资源及风险管理方面提出保障措施。更多还原

【Abstract】 In recent years,with the rapid development of China’s economy,e-commerce industry has become one of the main pillar industries.The scale of domestic e-commerce transactions keeps growing,new modes and forms of business develop rapidly.Traditional e-commerce companies,represented by Alibaba and Jingdong,rely on third-party payment platforms,joint funds,insurance and other industries,step into Internet finance,squeezed the financing and payment markets of the banking industry,and pay,deposit and loan to banks.And agency investment business,resulting in an alternative effect,the banking industry has been greatly affected.In this context,domestic commercial banks use their own strong capital flow,rich customer resources and other advantages,to build their own e-commerce platform,unify buyers and sellers,play the role of the bank’s financial intermediary;access to customer information,systematic analysis and sorting,accurate positioning,accurate marketing.The e-commerce platform of G Bank,financial e-purchase,is developing rapidly,but it is also facing the development dilemma of insufficient market competitiveness,low visibility,weak operational capacity,lack of marketing experience,poor user experience and so on.Based on the behavior of Hebei Branch,how to develop new customers,activate silent customers,enhance customer viscosity,seize market share is the main content of this paper.Therefore,put forward a set of feasible market development strategy,to promote the benign development of e-commerce platform play a role in promoting.This paper analyzes the macro-environment faced by the e-commerce platform of G Bank;analyzes the competitive environment of the industry by comparing it with the main domestic e-commerce platform and the e-commerce platform of the banking department;analyzes the characteristics of the target consumers of Hebei Branch by means of questionnaire,and analyzes the consumption from the basic situation,consumption demand and consumption habits.The factors influencing the selection of the e-commerce marketing target market of Hebei Branch are analyzed;the target market of e-commerce marketing of Hebei Branch is classified and positioned by using STP theory;the new market is put forward by applying 7Ps combination marketing theory,aiming at the different characteristics of the new market and the existing market,combining with the specific development goals of e-commerce of Hebei Branch.The existing market problems in terms of customer pricing,platform promotion,service process,commodity types and personnel are analyzed.The influencing factors of each problem are analyzed,and the new market development strategies are explored from the aspects of channel expansion,development cost,development merchants,commodity types and merchants.In terms of product display,the existing market puts forward optimization measures from commodity pricing,promotion mode,merchant management,process management,commodity expansion,customer demand.Finally,in order to ensure that the market development strategy can be effectively implemented,from the merchant construction,human resources and risk management to put forward safeguards.更多还原