Research On The Optimization Of Integrated Financial Development Strategy Of Ping An Bank

In recent years,the domestic traditional commercial banks are facing the dual pressure and challenge of the Internet and foreign financial institutions.If they want to overtake in the mobile Internet era with challenges and opportunities,they must give full play to their resource advantages and seek breakthroughs in speed,quality and innovation.This paper selects Ping An Bank as the research object,mainly from two aspects.On the one hand,under the integrated financial system of Ping An Group,Ping An Bank can rely on the group to transfer a large number of existing customer resources into bank customers through MGM mode,which has unique channel advantages;on the other hand,as the main contribution of the bank’s profits,Ping An Bank’s retail business accounts for a large proportion of its performance through the expansion of insurance agent channels.Therefore,it is necessary to study the integrated financial development strategy of Ping An Bank’s retail business,and find out the new profit growth point and development path of Ping An Bank through this paper.This paper reviews the performance and the landing mode of integrated financial development in Ping An bank.By combining with the 7Ps theory,this paper conducts a survey on the willingness of insurance agent’s recommendation,and implements in-depth interviews with the management of Ping An life Insurance and Ping An bank.It is found that there are four problems in the integrated financial development strategy of Ping An Bank,including product design,marketing channel,personnel level and publicity strategy.This paper puts forward optimization strategies one by one,that is,product design should speed up iterative upgrading and innovation,expand online channel capacity,taking into account online and offline linkage,strengthen agent’s professional skills and change service concept,deepen the sense of rights and interests and activity identity,and enrich marketing content.In view of the above optimization measures,considering that Ping An Bank is under Ping An financial group,the promotion of insurance agent’s recommendation enthusiasm needs to be guaranteed by the management system.This paper expounds the guarantee suggestions for the smooth implementation of the optimization measures from three aspects of organizational system,human resources and technology.The innovation of this paper is to use the mixed research method to systematically study the strategy of integrated financial development under the framework of integrated financial group from the perspective of bank,and put forward the optimization scheme that can be put into practice,hoping to provide some reference ideas for the exploration of integrated financial expansion of domestic financial peers or similar companies.