Research on the E-commerce Platform Marketing Strategy Based on the Relevant Bank E-commerce Platforms in China

Abstract

With the development of the Internet, science, and technology, the Internet has penetrated all aspects of the national economy. The amazing sales of "Double Eleven" in 2012 tell the world that in the era of e-commerce, every day is a shopping carnival. E-commerce giants rely on e-commerce platforms to launch an impact on banks, banks in the opposite direction but also started e-commerce. Research methods Single case study method was used. Taking the e-commerce platforms Shanrong Commerce and Global E-Trade Service built by China Construction Bank and Industrial and Commercial Bank of China as examples, this paper analyzes the marketing strategies of their e-commerce platforms, online and offline user transformation, customer relationship platform construction, and other marketing links. And evaluate its marketing model, and analyze its advantages and disadvantages. Through the case analysis of Shanrong commerce and Global E-Trade Service, the paper gives suggestions on the network marketing mode of the bank e-commerce platform, which has certain reference significance for the current bank e-commerce network marketing.