Research On The Optimization Of Digital Transformation Strategy Of A Bank’s Network Financial Business

The advent of the digital economy has not only driven the new economy toward a more open,smarter and digitalized direction,but also changed and even disrupted the business management models of various industries around the world.The bank of the future is gradually being redefined,and the traditional financial service concept and financial service model have undergone profound changes.In order to cope with the disruptive impact brought by the new market ecology and competition pattern,commercial banks must conform to the situation and embrace digital transformation.The development of Bank A’s online financial business requires product innovation and process reengineering based on Internet thinking,Internet methods and technologies,and the acquisition and activation of customers through the Internet,thus promoting the networked application and development of the entire bank’s business,and thus it has a digital gene by nature.The core of Internet thinking is user thinking,the most important work is to actively approach the user,understand the user,really know the user,where the user service is,so that the work will be more focused and effective.This paper mainly takes the strategic management theory,the Westerman model in the field of influence and the long tail theory as the theoretical basis,takes the digital transformation of online financial business as the research object,combines the specific case of Bank A,and explores the optimization strategy of implementing digital transformation in Bank A.Firstly,through an in-depth understanding of the process and results of digital transformation implementation of Bank A,the current status of the bank’s digital transformation is analyzed;secondly,questionnaires and interviews are used to find that there are still three major aspects of its digital transformation,namely,insufficient customer insight capability,single customer reach channel,insufficient intelligent recommendation capability,insufficient content management capability and At the same time,the problems were summarized in terms of user experience,operation process and operation model according to the Westerman model,and the reasons were analyzed;then SWOT and PEST analyses were applied to analyze the macro environment and internal and external environment of Bank A’s digital transformation development,and combined with Bank A’s own actual situation,the problems were summarized in terms of improving user Then,we analyze the macro environment and internal and external environment of Bank A’s digital transformation development by using SWOT and PEST analysis,and propose countermeasures in three aspects:improving user experience,optimizing operation process and building a new online business model.Finally,we propose internal security measures in five aspects: system,resources,organizational structure,corporate culture and security.This will provide reference and guidance for Bank A to establish a new and improved online customer management model.