Research On The Optimization Scheme Design Of Smart Financial One-card (code) Pass Of Guizhou Branch Of Bank

Since China’s access to the Internet node in 1995,the Internet has developed at an alarming rate in China,and the form of financial services has undergone earth-shaking changes.The innovation of "Internet + Finance" has derived the service form of financial scenarios.How to quickly build financial scenarios to maintain stable profit growth space and seize market share has become the key task of major commercial banks.Against the background of this era,Bank A launched Smart one card(code)in response to service innovation in financial scenarios.However,after several years of business expansion,the business has not improved much,and it has fallen into the problem of a small number of products and projects.The predicament of low returns.So far,there are few studies on financial scenario products of commercial banks.This paper takes Smart one card(code)as the main research object,hoping to solve the business dilemma of Bank A Guizhou branch,and also provide some new ideas for the follow-up financial scenario product development,help commercial banks to accelerate the integration with the Internet,and improve the Serve customers well.Therefore,this study has certain practical significance.First of all,this paper describes the current research status of financial scene construction and one-card products,combined with the product development status of Bank A Guizhou Branch’s Smart one card(code),through case analysis,qualitative analysis and group interviews,and using regression analysis models,the problems of weak customer base,insufficient product function research and development and poor regional driving of Guizhou Branch were found.Secondly,through the user journey map and user interview methods,combined with the KANO model to analyze the user demand content,the IP A analysis method is used to summarize the basic charm attribute requirements of the product and the need to attach great importance to the performance performance attributes.Finally,based on the KANO model and the Marketing Theory of 4Vs,the optimization scheme is designed from four aspects:customer group strategy,landing process,product points and job division.At the same time,in order to optimize the landing of the program,safeguard measures have been formulated in four aspects:system,talent,knowledge and information security.The conclusions are stated at the end of this artick,and the future research directions and their research prospects are pointed out.