Development And Research Of The State-Owned BC Commercial Bank Product-Yinongtong

This paper researches the case study of the innovative product Yinongtong of the State-owned BC Commercial Bank(SD branch),and summarizes the development plan of the innovative product of the firstlevel branch of the State-owned Commercial Bank through reviewing presentation of originality,discovery of demand,creative incubation,pilot landing and nationwide promotion of the case.This paper analyzes the current research and practice both here and abroad and points out the experiences and problems of tier-one branches of state-owned commercial banks in product innovation and development.We are researching on the direction,process and methods of the bank's innovative product by the use of information about the background environment,analysis of target customer group,structural design,risk control,profit model,promotion strategy and other aspects of the product.We will explore effective innovative management systems,innovative demand exploration,innovative incubation processes,landing support and other innovative management methods to make the product improved,incubated and put into production.First of all,in order to comprehensively analyze the characteristics and background of this innovative product,this paper focuses on the analysis of the market environment of it.We analyze the business demand and the situation of similar businesses in the same industry in combination with relevant laws and regulations,management capability of BC Commercial Bank(SD branch),business status,and the development strategy of the head office and branches.Based on this,the market background environment innovative products needs can be concluded.After that,combined with innovative development tools such as user portrait,user canvas and user journey,we could form the demand of development through dividing the customer group needs and analyzing customers' demands.According to the customer demand and the actual business of SD branch,this paper puts forward the structural design of this product,defines the system structure and function of the product,analyzes its implementation mode,customer acquisition mode,risk control,profit mode,and calculates the profit level.This paper analyzes the promotion strategy and the operation effect of Yinongtong products of the BC Commercial Bank(SD branch)to form a promotion mode that can be replicated and promoted.Finally,it summarizes and explores the suitable development method for the provincial branches of state-owned commercial banks.The method will be used to form the basic analysis framework and development system,improve the product innovation mode,improve the product innovation efficiency of the first-level branch of the commercial banks,and provides suggestions for the innovative management of commercial banks.