MBA教育中心知识库

摘 要

随着我国互联网金融进入高速发展阶段银行面临的生存压力不断增加，银行为了在传统金融业务之外开拓新的利润增长点纷纷投身电商行业。但是传统电商企业与银行的组织架构、运营模式等相差甚远，因此银行无法在自营电商的运营过程中直接参照传统电商的商业模式设计来建立自营平台的商业模式。这就导致了银行电商商业模式定位不精准的问题，商业模式定位作为支点影响了银行电商的关键资源能力发挥和企业价值增长。这些问题使银行电商的核心竞争优势突显不出作用，从盈利数据上表现出银行电商的经营成效有待提升。

本研究以建设银行“善融商务”为例通过文献调查法和数据分析法对银行电商的商业模式要素进行了研究，结合“善融商务”面临的市场环境发现银行电商盈利能力欠缺主要原因是银行自营电商平台现阶段的发展目标与现有商业模式不匹配，商业模式定位模糊影响了银行电商整体商业模式设计架构，进而影响业务系统和关键资源能力发挥其本身的作用，因此平台的运营能力和盈利能力明显不足。本研究基于商业模式要素视角对建设银行“善融商务”商业模式的不足提出了优化策略，以期通过通过重构商业模式定位、制定差异化竞争策略等措施完善建设银行“善融商务”的商业模式，从而提升平台的经营能力并给其他银行提供可参考的方法。

Abstract

With the rapid development of Internet finance in China, banks are facing increasing pressure of survival. In order to develop new profit growth points besides traditional financial business, banks devote themselves to the e-commerce industry one after another. However, traditional e-commerce enterprises differ greatly from banks in organizational structure and operation mode. Therefore, banks cannot directly refer to the business model design of traditional e-commerce enterprises to establish the business model of their own platform in the operation process of their own e-commerce enterprises. This leads to the problem of inaccurate positioning of the bank's e-commerce business model. As the fulcrum of the business model positioning, it affects the play of the key resource capacity of the bank's e-commerce and the growth of enterprise value. These problems make the core competitive advantage of banks' e-commerce not obvious, and the profit data shows that the operation effect of banks' e-commerce needs to be improved.

This study in China construction bank Shangrong Commerce, for example, through literature survey and data analysis to bank business model elements are studied, combined with Shangrong Commerce electricity market environment facing the found bank profitability lack in the present stage of the main reason is that bank proprietary electric business platform development goals with the existing business model mismatch, business model bank electricity positioning fuzzy influence the overall business model design architecture, which affect the business system and key resources play its own part, so the platform operation ability and profitability obviously deficiencies. This study based on the perspective of business model elements of China construction bank Shangrong Commerce business model of optimization strategy was proposed, in order to pass through refactoring business model positioning, differentiation competitive strategy and other measures to improve the construction bank Shangrong Commerce business model, thereby lifting platform management ability and provide reference method for other Banks.