消费行为视角下农村商业银行如何做好养老金融大文章

How Rural Commercial Banks Do A Good Job in Pension Finance From the Perspective of Consumer Behavior

人口老龄化趋势加速,服务好老年人晚年幸福生活成为全国上下关注的热点。养老金融被国家列为五篇大文章之一,以更细更深的视角研究养老金融发展策略恰逢其时、深具意义。研究发现,新时代老龄人群具有消费相对理性、追求品质生活、城乡消费差异明显、跨代消费意愿强、网瘾增强和新事物接受能力强等消费行为特征。新阶段农村商业银行发展养老金融正面临老年人金融需求释放受限、金融素养不足、养老产品供给缺乏、养老产业模式单一和养老规划意识弱等问题和痛点。农村商业银行欲高质量发展养老金融,应结合自身优势和劣势,扬长避短、因地制宜,使用“战略化、专业化、特色化、数字化、生态化和情感化”的“六化”策略,以提高战略定位、增强客户信任、强化固有优势、赋能服务质效、丰富应用场景、提升客户黏性。相关研究可为农村商业银行等中小银行推动养老金融高质量发展提供重要参考。

The trend of population aging is accelerating,and providing good services for the happy life of the elderly in their later years has become a hot topic of concern throughout the country.Pension finance has been listed as one of the five major articles by the government to study the development strategy of pension finance from a more detailed and in-depth perspective,which is timely and meaningful.Through research,it has been found that the elderly population in the new era has consumption behavior characteristics such as relatively rational consumption,pursuit of quality life,significant urban-rural consumption differences,strong willingness to consume across generations,increased internet addiction,and strong ability to accept new things.The development of elderly care finance in rural commercial banks in the new stage is facing problems and pain points such as limited release of financial needs for the elderly,insufficient financial literacy,lack of supply of elderly care products,single elderly care industry model,and weak awareness of elderly care planning.To develop high-quality pension finance,Agricultural and Commercial Bank of China should combine its own advantages and disadvantages,leverage strengths and avoid weaknesses,adapt to local conditions,and use the“six modernizations”strategy of“strategic,professional,distinctive,digital,ecological,and emotional”to improve strategic positioning,enhance customer trust,strengthen inherent advantages,empower service quality and efficiency,enrich application scenarios,and enhance customer stickiness.Relevant research can provide important references for small and medium-sized banks such as rural commercial banks to promote high-quality development of pension finance.