随着电子商务市场竞争的日趋加剧,银行也察觉到内外部压力,四大国有银

行之一中国建设银行尝试提供“非金融”服务的战略举措,推出了电子商务平台

—“善融商务”。“善融商务”直接面向有电子商务需求的客户,提供了 B2C商

城、B2B商城、“房e通”以及其它电子渠道服务业务。“善融商务”主要目标

是搭建以资金流为核心,整合信息流、物流于一体的综合性电商金融平台,突出

建设银行在支付结算、信贷融资等方面的优势。“善融商务”通过为客户提供产

品展示、信息发布、交易撮合、资金结算、支付监管、信贷融资、物流服务、社

区互动等综合服务,为建设银行创造新的市场机遇和利润空间,更好的满足网络

经济下客户的金融服务需求。

随着“善融商务”的建设和实施,中国建设银行也面临着一些新的问题,例

如,如何发挥好善融对中国建设银行传统业务的支撑作用如何发展电子商务业

务衍生的金融服务,为中国建设银行带来直接收益,同时获得更大的收益如何

利用该平台更好地开展营销推广,从而能够更好地获取客户的金融需求,增加客

户粘性,提升银行的间接收益等等。

本论文针对“善融商务”营销需求,通过对善融客户、善融商户、外部相关

资料收集,内部相关部门座谈交流,对“善融商务”的策略、运营、客户体验、

服务及技术进行了调研,并对“善融商务”营销环境进行了分析。本论文运用

SWOT分析方法,讨论了基于“善融商务”的营销的优势、劣势、机会和威胁。

在此基础上,总结了 “善融商务”营销中存在的问题,并结合我国银行电子商务

的发展现状,提出了若干改进策略和建议。最后,本文还讨论了当前“善融商务”

的实施实例,给出了若干实施措施和结果,总结了实施过程中的一些经验和教训。

本文的研究围绕着银行发展电子商务的实际需求,提出了优化“善融商务”

营销管理的策略和建议,对于提升“善融商务”平台的市场竞争力、改善客户体

验、完善运营能力具有重要的价值,对于企业的未来发展和市场竞争力提升也具

有一定的参考价值。

关键词:善融商务;银行;电子商务;营销管理

Abstract

With the increasingly high competition in E-commerce market, banks are facing

internal and external pressures. As a result, CCB,one of the four big state-owned

banks in China, proposes a strategic business, namely non-financial service, and puts

forward an E-commerce platform called Shanrong Commerce. Shanrong Commerce

aims directly for clients with E-commerce demands and provides B2C trading service,

B2B service, E-home service, and some other E-channel services. The essential

objective of Shanrong Commerce is to establish a comprehensive commerce financial

platform which integrates information flow and logistics and regards capital flow as

the core. Therefore, it can highlight the advantages of CCB in payment, settlement,

credit financing and so on. Shanrong Commerce offers such comprehensive services

to customers as product display, information distribution, deal-making, fund

settlement, payment supervision,credit financing, logistic service,community

interaction, which will create new market opportunities and profit margin for CCB to

further meet clients' financial service demands in cyber economy.

With the construction and implementation of Shanrong Commerce, CCB is

confronted with some new problems, including: how to exert the supporting role of

Shanrong in traditional services of CCB; how to develop the descendible financial

services of E-commerce for bringing direct yields or even greater profits for CCB;

how to take full advantage of this platform for better market promotion, further

satisfying customers' financial requirements, the increase of clients' stickiness, and

promoting the indirect benefit of CCB, etc.

Based on the marketing demands of Shanrong Commerce, the writer collects

some data of the clients and merchants of Shanrong Commerce,investigates its tactics,

performance, customer experience, and technology,and analyses the market

environment of Shanrong Commerce, ^th the help of SWOT, the writer makes a

conclusion about the marketing problems in Shanrong Commerce, and puts forward

some improvement strategies and suggestions. Finally, we discuss several practical

cases of Shanrong Commerce, and analyze the implemental issues of Shanrong

Commerce as well as summarize some experiences and lessons.

This paper focuses on the practical needs of enterprises and proposes some

strategies and suggestions for optimizing the marketing management of Shanrong

Commerce. These strategies and suggestions play a vital role in enhancing the

competitiveness of Shanrong Commerce, improving customers' satisfaction, and

perfecting the operation of Shanrong Commerce. Furthermore, they can provide some

referential values to the future development of CCB and its market competitiveness.

K巧 words: Shanrong Commerce; Banks; E-commerce; Marketing management