Research On Operation Strategy Optimization Of Socical Financial Service App Of Bank I

With the rapid development of Internet mobile social financial services,commercial banks are also actively arranging Internet finance related businesses,and continuously improve the ability of Internet financial services.In order to adapt to the mobile and fragmented development trend of customer communication mode in the era of mobile Internet,and avoid many potential risks of financial business through the third-party social platform,the social financial service app independently developed by bank I has created the industry leader of mobile social financial services,and is also a milestone in the development process of bank I's Internet finance.The social financial service app of bank I can not only send image and text information to customer managers and other contacts,but also handle transfer and remittance,purchase financial products and other businesses to meet the needs of customer information exchange,sharing and business processing.The social financial service app of bank I is not the traditional mobile banking service app,but also different from the existing wechat and other social service software.Through the bank I platform,we can deepen customers' demand for financial and social integration,attract more customers to use and get used to the online services of messenger and customer manager,and create a social financial service that is different from the traditional mobile banking road.With the construction and implementation of social financial service app,bank I is also facing some new problems,such as how to operate users continuously and effectively after the completion of basic user accumulation;how to use the app to better carry out marketing and promotion,so as to better obtain customers' social and financial needs,increase customer stickiness,and improve bank earnings;how to effectively load the C-end customer information and b-end enterprise information to become the I-bank flow portal,etc.According to the operation demand of social financial service app of bank I,the writer investigates the positioning,strategy,customer experience,marketing,service and technology of the app,and analyzes the operation innovation of the app through the collection of APP customers,external data and the discussion and exchange of internal relevant departments.This paper uses SWOT analysis method to analyze the advantages,disadvantages,opportunities and threats of bank I social financial service app.On this basis,it summarizes the problems existing in the operation of social financial service app of bank I,and puts forward some improvement strategies and suggestions based on the current development status of social financial service on the Internet and the characteristics of bank I.Finally,thispaper also discusses the current I bank social financial service app implementation examples,gives a number of implementation measures and results,summarizes some experience and lessons in the implementation process.Focusing on the actual needs of the development of social financial services in the bank,this paper puts forward the strategies and suggestions for the operation innovation of the social financial services app of bank I,which is of great value for improving the market competitiveness,customer experience and operation ability of the social financial services app of bank I,and will also provide some reference and reference for the transformation of platform traffic.