建设银行建设银行网上商城提升推广方案（Construction Bank online mall promotion program）

建设银行网上商城提升推广方案Construction Bank online mallpromotion program

Construction Bank online mall promotion program

Preface

China 2001 online shopping users count for only 2 million 80thousand, kept the average quarterly increase of about 1million people to grow steadily, in 2004 Chinese B2C shoppingtransactions amounted to 4 billion 200 million yuan, in 2005the number reached 5 billion 600 million yuan, a growth rateof 33%; 2001 China online shopping market transactions amountedto only 600 million yuan, in 2005 the market transaction theamount of up to 19 billion 310 million yuan, compound growthrate (CAGR) up to 138.2%.

According to iResearch iResearch latest "2007-2008 Chinesenetwork shopping development report" data show that in 2007Chinese network shopping market scale of 56 billion 100 millionyuan, an increase of 117.4%, iResearch analysts believe thatthis is mainly due to the rapid growth of market share occupythe absolute advantage of Taobao 2007 turnover increasedsignificantly and the vertical category B2C business market.IResearch expects that the online shoppingmarket will continueto maintain a high growth rate of 95%with the opening of the2008 Olympic Games and the new entrants such as Baidu. Considerthe followingmain factors influencing the development of Chinaonline shopping market in the next 3 years, overall morefavorable factors, the impact is greater, therefore iResearch

forecasts to 2011 Chinese online shopping market scale willreach 406 billion yuan.

First, the Construction Bank online mall status analysis

(1) management mode of online shopping mall of ConstructionB ank;

Online mall CCB established in 2007, CCB relying on Internet,on its website for merchants to build a marketing platform,gathered a number of businesses, online mall CCB partnerscarefully selected high quality and inexpensive, stylish andpractical products for customers to buy their products,businesses operating independently, CCB offers convenientsettlement channel. For example, CCB as in their own sites setup a shopping center, shopping center has many shops, so thatbusinesses in these shops, filling products, and independentoperation, but there is no salesman, the Construction Bankprovides some logistical services -- behind mainly refers tosolve the problem of safe payment, this is like a shopping malla self-service shopping mall.

(two) Construction Bank online mall interface;

The first login www.ccb.com to enter the website of theConstruction Bank, construction bank, we can see many kinds ofservices, online shopping mall is one of many in the business,select the "online mall" into the online mall page, we can seethe page fine, commodity classification is clear, but for eachitem only sporadic introduction no online communicationsettings, no complaint mechanism, no message mechanism, can not

see the business reputation (because there is no evaluationmechanism) . Through the merchandise classification on the left,we can enter the interface of the merchant goods

Two, industry competition analysis

There are three types of online shopping websites in China:platform model, independent management model and platformmanagement platform provided by others. Provide a typicalplatform model is taobao. com, pat Network, TOM eachnet.com,Baidu has ah; independent business model has dangdang. comjoyo.com, Jingdong, such as online shopping mall ; in othersprovide a platform for business mode on behalf of a large numberof sellers Lining Taobao official online shop, MetersbonweTaobao, Taobao official online shop the. Among them, theindependent business model is not a single, some businesseshave their own shopping website, but also in the shoppingplatform website has shops, such as VANCL, red children,excellence network, etc. . The Construction Bank is to provideonline shopping mall platform model, B2C platform specificmodel, all bank online mall competitors are divided into twocategories, one is the C2C platform provider, is a provider ofB2C platform. These sites have relatively targeted objects,consumers who shop on the web.

This icon is displayed above the network shoppingmarket in 2008the major site of the market share, the other part of the vastmajority belong to many B2C sites have in common, taobao.comwhich consists of two parts: C2C and B2C, B2C is part of Taobaomall, founded in April 10, 2008, C2C partially occupied most.We can clearly see from the chart: C2C platform network shopping

platform only occupy a great market share, in 2008 the marketsize is 112 billion 100 million yuan, can be said that the modeof C2C network platform is a very mature model. C2C' s share ismore than 60%, thus extrapolating the size of B2C to more than50 billion yuan is also a huge market. In addition, AnalysysInternational report released by the end of 2007 had predictedthat by 2011, China' s B2C and C2C market size will reach 214billion 900 million yuan. CCB' s online shopping mall and C2Cplatform model are competitors,

However, due to the market positioning is different (such asthe type of business platform is not the same) , and thanks tothe rapid development of the online shopping market,competition is not very intense.

In the B2C shopping platform, China is now mainly owned ICBCTaobao mall, online mall, CCB online store, they are more likea direct competitor, at this stage, the relative strength ofstrong brand is Taobao mall, the number has reached 10000, thenumber of enterprises has reached 3000, the registered buyersresources while relying on Taobao 98 million, strength can notbe overlooked. The online shopping mall of CCB and ICBC has alimited number of businesses, and there is no strong supportfor registered buyers. But B2C platform model is like anemergingbusiness model, Taobaomall is set up in April 10, 2008,the Construction Bank and ICBC online shopping mall has beenestablished so far, but more than a year. So the competitionbetween them is still in the preliminary stage. At present, onlya few B2C websites, such as Dangdang and excellent networks,have high popularity, and most of the B2C websites are not verysuccessful. It can be said that the network B2C is far from

flourishing. In addition, the online shopping market in China,far did not reach saturation, in recent years, even for a longtime in the future, the online shopping market will maintaina high growth rate, so compared with the mature market, onlinemall CCB face the pressure of competition is not very big.Three, the Construction Bank online mall SWOT analysis incompetition

S (advantage) : China Construction Bank online mall accordingto the existing model has been operating for more than a year,and the operation is good, prove the feasibility of the model,but also has the network mall experience; have businessexperience online shopping mall construction bank has a strongstrength and ability to organize and establish a reputation alarge online shopping mall; compared with the independent B2Cwebsite, can provide secure payment mode, the existing "100"products, as the third party payment system reform; easy tomanage, compared to the very large number of Taobao to sell thehome, the number of CCB mall merchants are not many, andbusiness cooperation are enterprises therefore, in contrast,easy to manage; in contrast, the quality of goods is better thanthat of taobao.com C2C website; online mall CCB can providefavorable conditions for the consumer installment, the Most B2Ccompanies are unable to provide.

W (weakness) : the bank' s main business is to provide f inancialservices, may not have enough interest in the development ofonline shopping mall, also because of its own mall scale is toosmall, not enough right to speak in the online shopping market.Compared with Taobao, CCB online shopping mall is still

imperfect in customer service. For example, when customers buygoods, they have no opportunity to communicate and communicateonline with the merchants.

O (opportunity) : Taobao C2C site model can not determine thecertain goods or not suitable for sale in the above, such aspharmaceuticals and some valuable products (such as furniture,household appliances, jewelry, etc. ) to provide space forshopping mall early development; secondly, we stay in ourShopping Mall is to do B2C business most of Taobao, the sellerdoes not belong to the same group; thirdly, the online shoppingmarket is a huge market, and in a period of the future will bea long time to maintain high growth, any enterprise cannotmonopolize the market.

T (threat) : online shopping market has now on taobao.com suchgiants, their competition ability is strong; andwe have no lackof such people by the same idea of network development; speedis very fast, a lot of things that we think it is difficult now.Summary: in general, the online shopping market has huge marketpotential, which have a great attraction for those interestedin online shopping business, CCB online mall is theopportunities and challenges, CCB has some shopping website nomatch advantage, but the network shopping market and warlords,desire for dominance, is not easy.

Four, the team of Construction Bank online shoppingmall designconcept

The construction of online banking mall to create a financial

characteristics, bank advantages, combined with many B2C sites,and has a perfect service system features distinctive onlineshopping center.

(a) from the mechanism of the existing mature network mall,improve the service system of the mall; compared to Asia' slargest shopping mall in taobao. com (comparable, because thecompany is taobao.com and CCB online mall managers) , taobao.comhas online communication function, mutual evaluation andperfect mechanism and complaint mechanism, and services to helpbusinesses on the network promotion;

(two) make the design of the network mall easy to promoteindependently. Today' s CCB online City website ishttp://www.ccb.com/portal/cn/home/index.html, can not bepromoted independently,

Not because people will go to the memory of such a length. Inaddition; now the Construction Bank "online mall" in theconstruction of international Internet websites, if you wantto log in the mall, you must login in the Internet and otheronline shopping mall, relative landing, landing theconstruction of the online mall, need to go more "road".Five, construction bank to enhance the concept of the program

(1) establishing a perfect and unified online communicationmechanism. There are many differences between online shoppingand shopping time compared, because customers can not come intocontact with the product, customers will have a lot of concernson the quality and performance of products in terms of purchase

therefore provide online consulting services timely andconvenient is essential. Customers through onlinecommunication can be learned to the characteristics of productsis their own questions satisfied with the answer, this is notonly beneficial to improve the probability of successfultrading, it is more important to improve overall customersatisfaction, is conducive to the construction of the mallawareness and reputation enhancement. Now, when the ChinaConstructionBank enters the seller' s shop in the mall, it lookslike a typical shop:

Reform of the merchant shop, as shown:

(two) establish a sound evaluation mechanism of the business:Buyers after completion of the transaction for the transactionof his feelings to evaluation released, scoring for businessproducts and services, on the one hand, can provide a referencefor other consumers, on the other hand can also be used to urgea role in businesses play. Buyers should also evaluate thebuyers, this is mainly to evaluate the buyer' s credibility, forreputable buyers, CCB can provide corresponding preferentialmeasures.

(three) establish a complaint mechanism: the CCB can establisha CCB mall complaint center, responsible for consumercomplaints, coordinate and solve the contradiction betweenconsumers andbusinesses; businesses in the construction of theonline store to buy the product is a kind of trust to CCB, ifcustomers buy products not satisfied in the hope can in someway their interests are maintained. Improve the consumercomplaints mechanism, can solve the misery of the customer to

a great extent, but also make a correct evaluation for CCB inmall business credibility, timely solve customer complaints,make anaccurate evaluation of the credibility of the business,clear the problems of businesses and, to ensure the quality ofthe mall the products and services, improve customersatisfaction, and customer loyalty.

(four) increase the promotion of business assistance services,such as Taobao online recommendation; the extension service isa very good help for businesses, in the mall' s help, to achievebetter sales effect of business products can.

(five) establishing a strategic cooperative partner mechanism.When a business over a longer period of time (such as one year) ,won the high evaluation of consumers (such as the favorable ratereached 99.9%or higher) , this type of business can be upgradedfor construction of a "strategic partnership" ConstructionBank online mall, the shops with a good one mark, when customersbuy goods in the shops, the bank can offer the installmentpayment for the product (now the CCB mall will offer theinstallment payment for some products) , giving businesses somepreferential. The purpose is to urge businesses to providebetter products and services, will also reduce the rate ofcomplaints, reduce the construction of the work; or when thebusiness has excellent in strong time reputation, can givebusinesses self-help rights (also can become aprofitable mode,VIP customers have the authority) .

(six) the bank is mainly engaged in financial business, has itsown advantages in financial products, and their CCB has a hugecustomer base, which is the accumulation of long-term