商业银行布局农村场景策略研究

Research on the Strategy of Commercial Bank's Layout on Rural Scene

移动互联网时代农村场景价值凸显,如何将金融服务融入农村场景中成为当前商业银行关注的重点。面对城乡市场差异,商业银行拓展农村场景要另辟蹊径。从布局方式看,要对合作或自建、线上或线下进行权衡。要坚持合作为主布局农村场景,首选独占性、排他性的场景,也可选择少数有市场需求、成本较低、能够有效吸引流量的非金融场景进行自建。线上场景要重点关注服务覆盖面和便捷性,线下场景要重点关注成本控制和流量吸引,线上线下相结合需要在服务内容上协同配合。从布局内容看,既可将现有线下场景线上化,也可围绕农村市场空白点建设新的场景,培育拓展农村客户,提供特色金融服务。

In the era of mobile Internet,the value of rural scenes is prominent.How to integrate financial services into rural scenes has become the focus of commercial banks.In the face of market differences between urban and rural areas,commercial banks should explore new ways to expand the rural scene.From the perspective of layout mode,we need to balance cooperation or self building,online or offline.We should adhere to the cooperation oriented layout of rural scenes,choose exclusive scenes,or choose a few non-financial scenes with market demand,low cost and effective flow attraction for self construction.Online scene should focus on service coverage and convenience,offline scene should focus on cost control and attracting flow,online and offline combination needs to cooperate in service content.From the perspective of layout content,we can not only make the existing offline scenes online,but also build new scenes around the blank spots of rural market,cultivate and expand rural customers,and provide characteristic financial services.