随着国际和国内电子商务发展环境和技术的逐渐成熟，传统的电子商务企业 纷纷涉足金融市场，传统金融面临着巨大的挑战和机遇。一方面电子商务 的发展 促进了互联网金融的快速发展；另一方面，在网络信息技术的推动下，电子商务 的发展加剧了金融“脱媒”趋势。为了应对互联网的冲击以及利率市场化和金融 “脱媒” ，各商业银行开始积极探索并打造电子商务金融服务平台以及互联网金 融生态圈。兰州银行于2012年开始，积极开展互联网战略转型工作，在2014 年建立本地电商平台“百合生 活网”，将商品销售、信息流、资金流和物流融合 为一体，为个人和企业客户提供全方位的专业服务。经过几年发展，“百合生活 网”在平台运营方面积累了一定的经验，但仍 面临着用户和订单增长缓慢的问题， “百合生活网”需要急需建立平台运营体系，找到更适合平台发展的运营策略， 进而提升平台的整体服务能力。 本文采用理论和实践相结合 的研究方法，首先系统的对“百合生活网”的运 营现状进行了深入分析，找到“百合生活网”运营存在的问题，包括：获客模式 不够高效、用户活跃度较低、商品品类匮乏、平 台粘性有待提升、平台品牌传播 不足、金融创新性不足等，并进一步找到产生这些问题的内在原因，主要有“百 合生活网”运营体系不完善、数据基础薄弱、银行自身管理不健 全、行业同质化 竞争等原因。 根据上述原因，本文结合运营竞争理论、网站运营管理的6S理论、用户生 活周期的AARRR模型、金融创新理论提出了适合“百合生活网”发展的运 营策略， 包括实施差异化策略定位、加强客户关系管理、强化平台功能建设、加强移动电 商建设和加大金融创新力度五个方面，最后为运营策略提出保障措施。此研究不 仅可以 指导“百合生活网”的运营，同时也有助于为其他银行系电商的运营提供 实际操作借鉴。 关键词：百合生活网；电子商务；运营策略；兰州银行 MBA学位论文 作者：王艳蓉 兰 州银行“百合生活网”运营策略研究 II Abstract The advanced e-business environment and technology home and abroad has helped more traditional e-business enterprises engaged in the financial market, meanwhile brings great challenge and more changes for financial industry. The evolution of e-commerce promotes the rapid development of internet finance, and the IT development also drives e-business into financial disintermediation. Most of commercial banks begin to build their own e-commerce financial service platforms, and even the internet financial ecosystems, in order to protect themselves from the internet impact, interest rates liberalization, as well as financial disintermediation. Since 2012, the Bank of Lanzhou started its internet strategy transformation, and established “Bhelife”as its e-commerce platform in April 30,2014 in order to provide more professional local services such as online-selling, information stream, fund flow and logistics for its own enterprise and individual costumers. After 4-year-operation , “Bhelife” acquires some experience on platform running, but also finds some problems like the slow growth of users and orders. It should be found a better running way under effective tactics to help “Bhelife” optimizing its overall service ability. In this thesis, most theory and practice can be found during the whole study process. At the very beginning, the essay deeply and systematically analyzed the operation statue of “Bhelife”, then pointed out the problem in running, such as inefficient user-acquisition path, declined user activeness, shortage of goods category, lower visitor volume, undiffused brand-effect of platform, weaken innovation of fintech, etc. In the end, this article provided the immanent cause of problems, including the imperfect operation pattern and feeble data foundation of platform, the defective management of banking, as well as the homogeneous competition among e-commerce industry. From what has been mentioned above, according to many theories like competition theory, 6S management of website operation, the AARRR Model of user’s life circle, financial innovation theory, the paper proposes 5 items of further feasible running strategy for “Bhelife”, covering differentiation strategy, CRM intensification, platform construction consolidation, mobile e-commerce development, and fintech innovation reinforcement. The ultimate target of this study not only indicate preferable measures for “Bhelife” in Bank of Lanzhou, but also provide more reference for other banking e-business operators in further application.。。。。。。以下内容略