| Since the recent third-party payment platforms represented by Alipay and WeChat have achieved leapfrog development with their huge customer resources,financing,ease of use and convenience of payment solutions,they are taking over the market share of commercial banks.Meanwhile,the People’s Bank of China’s Fintech Development Plan(2022-2025)and the China Banking and Insurance Regulatory Commission’s Guidance on the Digital Transformation of the Banking and Insurance Industries have successively issued normative documents,which put forward new requirements on the openness and innovation of commercial banks.Under the dual role of market environment and policy requirements,the service form of commercial banks is undergoing fundamental changes.To further explore and build scene finance under the new situation,expand customer channels,and meet the diversified and differentiated service needs of customers is an effective path and future trend for commercial banks to make progress from homogeneous competition to differentiated and high-quality development.This paper takes ICBC Branch L as the research object.First of all,it discusses the development background of scene finance,sorts out domestic and foreign literature on the transformation of commercial banks’ service mode and the development of scene finance,then combines related concepts and theoretical basis to provide a basis for the following research.Secondly,it uses PEST analysis model and Porter’s Five Forces analysis model to analyze the external environment of scene finance development of Industrial and Commercial Bank L Branch,analyzes the internal environment of scene finance development of Industrial and Commercial Bank L Branch through resource analysis and capability analysis,and points out the advantages and disadvantages,opportunities and threats of scene finance development of Industrial and Commercial Bank L Branch according to SWOT analysis model.Lay the foundation for formulating the scenario financial development strategy and constructing the guarantee mechanism.Thirdly,starting from the basic situation of ICBC L Branch and the construction mode and implementation effect of the bank’s scene finance,this paper leads to the problems and analysis of the development of the bank’s scene finance.Finally,it formulates development strategies and specific measures for scene finance of ICBC L Branch,then proposes a guarantee mechanism to ensure the implementation of scene finance development strategies,so as to promote the steady development of scene finance,and bring certain reference significance for the development of similar commercial banks. |
