Practice And Effect Analysis Of Digital Operation Of Commercial Banks

In recent years,with the rapid development of emerging science and technology,the wide application of modern financial technology in the banking industry has not only broadened the scope of financial services,but also further optimized and upgraded the business process of financial services,enhanced the bank’s risk control ability and customer access ability,and effectively improved the financial service ability and management level of the banking industry.With the integration of fintech and banking,it has become the consensus of Chinese banking industry to accelerate digital transformation,and digital operation has become an indispensable means.Therefore,more and more domestic commercial banks are vigorously launching their own distinctive fintech development plans.As one of the world’s top 500 enterprises and one of the four major state-owned banks,A bank officially released its fintech strategic plan at the end of 2018.Subsequently,it successively launched application systems and tools such as business midrange,data technology midrange and precision marketing platform,closely centering on the mission and original intention of the fintech strategy,Constantly empower digital operation and reduce the burden of work at all levels.This thesis takes the precision marketing platform in the digital operation of SR branch of A bank as the research object,conducts in-depth research on the specific application and effectiveness of the precision marketing platform in the actual business,and reveals the great role and effectiveness of financial technology innovation in helping the development of A bank’s business through reasonable analysis based on detailed report data.By designing a questionnaire,collecting data through field survey and online questionnaire distribution,and conducting employee use survey,we found out the factors and pain points affecting the effectiveness of A bank’s precision marketing platform,and found that the effectiveness of A bank’s digital business strategy was not good,and the digital business tools(taking the precision marketing platform as an example)did not play their due role.On this basis,this thesis puts forward improvement measures and optimization strategies from the aspects of the utility,orientation,empowerment and mechanism of digital operation and scene construction.