中國金融業場景金融案例分析

Abstract

金融科技的快速發展，帶動台灣許多銀行積極轉型，從本國銀行在國外設立分支之統計得知中國為海外第一大市場，又得知中國互聯網企業發展快速，迫使中國傳統金融業的快速轉型，故欲以中國傳統金融業轉型現況作為研究目的，並聚焦於大多銀行業所採用的場景金融模式，就發展現況與應用策略進行研究。 銀行數位化過程中逐漸以線上場景做為主要接觸客戶之方式，提供銀行服務比銀行本身重要。因應此數位化結論，中國互聯網提出場景金融一概念與之對應。場景金融為在不同場景下滿足消費者該場景之金融服務，具有形成決策閉環、重視消費者體驗與滿足長尾市場之特性，當企業完整布局場景金融時，可建立獨立生態圈，由該場景提供用戶所有的服務。用戶逐漸在生態圈中提高黏著度與轉換成本，企業除擁有大量客戶基礎，能完整擁有用戶的所有數據，進而對其精準行銷。 理解場景金融之優勢後，本篇主要分析中國的招商銀行與平安銀行的場景金融應用現況，將客戶分成 B 端與 C 端客戶探討，並針對所有布局場景分析其優勢與發展意涵，最後釐清出傳統銀行業發展場景金融之發展步驟與考量方式。

With rapid development of Fintech, more and more banks in Taiwan start to ransform. From the statistics of number of overseas branches of domestic banks, China is the largest overseas market. Besides, China's Internet enterprises are developing rapidly, forcing the rapid transformation of China's traditional financial industry. Therefore, I take the current situation of China's traditional financial industry transformation as the research purpose, and focus on the financial scene, which is common transformation model by banks, and research on the application strategy. In the process of digitalization of banks, the online channel is gradually becoming the main touch point. Providing banking services is more important than the banking itself. In response to this digitalization conclusion, the Chinese market proposes a concept of finance scene to correspond to it. financial scene is a financial service that satisfies the consumer's demand in different scenarios. It has three features, including develops a closed-loop decision-making, cares the consumer experience and meets the demands of the long tail market. When the business completes the layout of the financial scene, an independent ecosystem can be established. The scene provides all the services to the user, and users gradually develop the loyalty and increase the conversion costs in this ecosystem. In addition to having a large customer base, the company can fully own all the data of the users and then apply on precision marketing. After understanding the advantages of the financial scene, this thesis mainly analyzes the current situation of China Merchants Bank and Ping An Bank's financial scene application. By dividing customers into B-end customer and C-end customers, analyzes advantages and development implications for all layout scenarios. Finally, clarifies the development steps and application methods of financial scene in the banking industry.