Research On The Mechanism Of HB Rural Commercial Bank Scenario Financial Platform To Deposit

Internet technology has played a revolutionary role in the change of production and operation mode in all walks of life,and the financial industry is no exception.In addition,Internet financial enterprises,a new type of financial institution,have also emerged.The establishment of these enterprises has had a great impact on the banking business,and the deposit business is the first to bear the brunt.However,the importance of deposit to banks is self-evident.Large commercial banks have already There are obvious improvements,but the agricultural commercial bank is in a disadvantageous position in the development of science and technology,so this paper chooses the financial service platform of HB agricultural commercial bank as a case to discuss,and gives some suggestions for the agricultural commercial bank to use the financial service platform to reform the deposit business.This paper first introduces the background of the case.After a brief analysis of the conditions for the project,through a vertical comparison of the total amount of bank deposits,the number of deposit users,age structure and deposit structure before and after the development,and a horizontal comparison of the deposits of other rural commercial banks in the same period,it is proved that the deposit business of HB rural commercial bank has improved significantly after the construction of the financial service platform.Then it analyzes the mechanism of the platform to deposit business from three dimensions: deposit service demand,depositor scale and deposit product design.In the process of analysis,we found that the platform has achieved some results but also has some problems restricting the development.Combined with the interview with the platform related person in charge,this paper summarized the problems of the bank in three aspects of self-built scenario,construction scenario and scenario data from the perspective of scenario finance,and gave the improvement strategies respectively.Through the above analysis and demonstration process,this paper draws the following conclusions: the financial service platform improves the deposit service level by meeting the customer's capital security demand,daily transaction demand,property preservation and value-added demand and reducing transaction cost demand;expands the scale of depositors by improving the convenience and externality of financial services;designs personalized products through collected data,and Finally,it will improve the deposit business.In addition,in the future development process,Hb rural commercial bank should follow the pace of scenario finance,further improve the self built financial scene and integration into the life scene.This paper also gives suggestions for improvement.In the initial stage,the contact industry chain finance should be integrated with the characteristic industries of HB City,so as to make the personal financial scene more warm,absorb more life scenes and data advantage enterprises Industry or platform cooperation to make up for data deficiencies.The scientific and technological construction of bank finance is a long-term trend,and scenario finance is also the competition place of every bank in the future.While summarizing the experience of HB rural commercial bank in developing its financial service platform,this paper provides further improvement measures for HB rural commercial bank from the perspective of scenario finance,which can not only provide ideas for the development of HB rural commercial bank's scenario finance platform,but also provide ideas for many of China's non scenario finance platforms The rural commercial banks that construct the financial service platform provide reference.