互联网金融背景下商业银行“用户思维”战略研究——基于互联网金融在商业银行转型升级中的运用

Research on the "User Thought" Strategy of Commercial Banks under the Background of Internet Financial——Based on the Use of Internet Financial in Upgrading and Restructuring of Commercial Banks

互联网金融快速的增长与渗透正驱使着传统商业银行经营战略的调整,转型升级已成为商业银行当前最迫切的战略目标任务。商业银行以客户为发展基础,传统意义的客户为中心往往是以大客户、优质客户为中心。而互联网金融的出现,其"用户思维"彻底颠覆了商业银行的客户战略。以互联网金融的"用户思维"替代传统意义上的"客户中心"的战略已是大势所趋。如何将"用户思维"有机地渗透到商业银行转型升级的全过程中是商业银行"用户思维"战略的关键。商业银行必须实现客户目标的转型升级,同时在实现目标客户手段上也要转型升级,从而以"用户思维"打造新型的服务型银行。

The rapid growth and penetration of Internet finance are driving traditional commercial banks to adjust business strategy. Upgrading and restructuring has become the most urgent task of strategic objectives of banking.The business development of banking bases on customer. Traditional sense of customer-focus is often based on large customers,high quality customers. By the emergence of Internet finance,its ＂ user thought ＂ revolutionizes the commercial bank＇s customer strategy. A general trend is that the ＂ user Thought ＂ of Internet finance will instead the traditional ＂ customer-centric＂ of commercial banks. How will the ＂ user thought＂ organ penetration into commercial banks to upgrade is the key factor. Commercial banks are required to achieve the goal of upgrading and restructuring customers,also upgrade the means of achieving the target customers,and create a new type of service-oriented banks by the ＂ user thought＂.