金融科技背景下的商业银行零售业务数字化转型研究——基于招商银行的案例分析

Research on Digital Transformation of Retail Business of Commercial Banks under the Background of Financial Technology——A Case Analysis Based on China Merchants Bank

在金融科技日渐发展的大趋势下,商业银行加快零售业务数字化转型,这已成为其战略发展的重要方向与关键举措。基于对商业银行数字化转型制度背景的系统梳理,选取了具有业务典型性的招商银行为例,深入分析其零售业务数字化转型的内外部动因,进而从营销体系、产品创新体系和管理体系三方面阐述转型的路径及其效果,研究发现:(1)明确的战略定位是实施数字化转型的重要基础,数字化转型必须服务于战略目标的实现;(2)从营销、产品和管理三大层面实施转型,是招商银行变革零售业务模式、实现数字化转型目标的重要途径,且成功的转型经验有利于为其他银行数字化转型提供重要借鉴。

With the development of financial technology,commercial banks are accelerating the digital transformation of retail business,which has become an important direction and key measure of their strategic development.Based on the systematic review of the institutional background of commercial bank digital transformation,this paper selects China Merchants Bank,which has typical business,as an example to deeply analyze the internal and external motivations of its retail business digital transformation,and then expounds the path and effect of the transformation from three aspects:marketing system,product innovation system and management system.The findings are as follows:(1)a clear strategic orientation is a vital basis for implementing digital transformation,and digital transformation must serve the realization of strategic goals;(2)implementing the transformation from marketing,product and management is an important way for China Merchants Bank to reform its retail business model and achieve the goal,and the successful transformation experience is conducive to providing an important reference for other banks’digital transformation.