建设银行“善融商务”电子商务平台产品发展战略研究-research on product development strategy of.docxVIP

建设银行“善融商务 建设银行“善融商务”电子商务平台产品发展战略研究 万方数据 万方数据 学位论文使用授权声明 本人授权汕头大学保存本学位论文的电子和纸质文档，允许论文被查阅和借阅；学校 可将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或其它 复制手段保存和汇编论文；学校可以向国家有关部门或机构送交论文并授权其保存、借阅 或上网公布本学位论文的全部或部分内容。对于保密的论文，按照保密的有关规定和程序 处理。 作者签名： 导师签名： 日期： 年 月 日 日期： 年 月 日 III 摘要 21 世纪以来，随着互联网络的普及、电子产品大众化和信息技术的成熟，国内电子商 务行业发展迅速，并逐步改变人们的消费方式。电子商务的快速发展为金融行业带来了无 限商机，但随着第三方机构对银行业务的不断渗透，“金融脱媒”现象日益加深，银行业 务受到了强大的冲击和挑战。为了适应业务发展需要，国内各大商业银行纷纷进军电商市 场。 本文通过分析金融行业电子商务的发展历程及现状，结合网上购物消费者问卷调查分 析及案例分析，利用 SWOT 理论对建设银行“善融商务”电子商务平台产品战略进行研究 分析，并根据研究内容提出相应的实施方案。研究结果表明：作为国内银行业发展电子商 务的典型代表，“善融商务”平台必须要明确自身的产品发展战略，坚持亦商亦融特点， 通过大力发掘银行自身的存量优质客户资源和金融产品创新，充分利用线下网点资源，才 能在广袤的互联网金融市场中占有一席之地。 关键词： 电子商务；互联网金融；善融商务 IV ABSTRACT Since the 21st century, with the popularity of Internet network and the mature of information technology, the e-commerce developed rapidly, and gradually changes the way of peoples consumption. This development of e-commerce brought infinite opportunities for the financial industry. But as the third party to the business of the bank penetration, financial disintermediation developed fast. In order to meet the needs of business development, the domestic Banks are entering e-commerce market. In this paper, through analysis of the financial industry development course and the present situation of e-commerce, online shopping consumer questionnaire analysis and case analysis, using the SWOT theory to construc tion “Shanrong commerce” platform to study the product strategy analysis, and put forward the corresponding implementation plan according to the research content. The results show that: as a typical example of domestic banking development electronic commerce, the “Shanrong commerce” platform must clear their own product development strategy, adhere to the sell and melting characteristics, vigorously explore the Banks themselves stock of high quality customer resources and financial product innovation, make full use of the offline network resources, to gain the share of internet financial market.