Research On The Development Of A Bank Network Finance Business

Electronic banking business has a long history in commercial banks in China.With the further development of the Internet financial market and the continuous progress of technology and the continuous innovation of the Internet financial model,in 2016,a number of banks integrate the former electronic banking department into the Internet Finance Department,it indicates that commercial banks have further expanded and standardized the scope of online financial business,and the importance of the network financial business is also increasing.However,there are still many problems to be solved urgently in the development of network financial business of commercial banks,especially large state-owned banks.As the provincial capital branch of a state-owned bank,Bank A still has many key development problems,although it started online financial business earlier and has a higher market share.Through literature review,comparative analysis,case study and other methods,combined with relevant data,this paper systematically analyzed the development status,industry comparison and marketing strategy of Bank A's network financial business.It concluded that Bank A has the following main problems:the product homogeneity was serious,and it could not provide high-quality characteristic services.The inaccurate positioning of demand led to low user activity,limited number and quality of product use scenarios.Because of its positioning in marketing and management,bank branches can not further play the role of leading the whole bank in product,service innovation and data processing,as well as ignore brand management,channel and scenario construction rely too much on offline issues.With the rapid development of network financial technology,relevant promotion models are constantly pushing through the old and bringing forth the new.This paper analyses the advantages of Bank A,we put forward countermeasures and suggestions on the basis of drawing lessons from the relevant business experience of multi-agency development.We believe that the appeal problems of Bank A are mainly caused by the lack of cognitive concepts,irrational incentive models,and the existence of room for improvement in product competitiveness.In view of these shortcomings,we can carry out characteristic services through further precise demand,improve the system and human resources level to bring into play the innovative role of branch network finance department in product,data,training and other aspects,strengthen channel construction and marketing by combining online with offline,and consider cooperating with third parties to build Internet brand and further play the role of brand.It also explores county-level Internet finance business by drawing lessons from the development model of Agricultural Bank of China and pure Internet bank,enhances the service ability of bank A's Internet Finance business,innovates profit points,and creates motive force for future comprehensive transformation and building smart banks.