摘要
在中国的电子商务市场,商业银行与第三方支付平台正由起初的双方有限合作发展到目前的商业银行全面介入演变。在 B2B、B2C、C2C 三大目标市场,商业银行面临的优势、劣势、机会、威胁各有差异,因而选择的进入战略也各有不同。商业银行与第三方支付平台及银行同业展开博弈,宜采取品牌策略、宣传策略、差异化策略、联合策略、联盟策略等,坚持以客户为中心,树立"大服务"理念,延伸银企服务范围,巩固客户使用习惯,加快客户服务模式及经营模式的转型,从而走出"产品+服务"的新型发展道路。
In China’s e-commerce market, the initial limited cooperation between the commercial banks and the third-party payment platform has developed into commercial bank’s full involvement in the evolution of the platform. In three target markets, B2B, B2C and C2C, the strength, weakness,opportunity and threat faced by commercial banks vary from one to another and thus the entry strategy chosen by commercial banks should not be the same. Gaming with the third-party payment platform and the other bank, commercial banks should adopt brand tactics, promotional tactics, differentiation tactics, joint tactics, alliance tactics, etc. and adhere to customer-centric, establish the concept of large-scope services, extend the range of bank serving enterprise, consolidate customer’s habits to use the platform, speed up the model transformation of customer service and business, thus, open a new development way based on products and services.
出处
《金融论坛》
CSSCI
北大核心
2012年第7期72-80,共9页
Finance Forum
关键词
电子商务
商业银行
第三方支付平台
e-commerce
commercial bank
third-party payment platform
