Research On The Operational Effect Of Scene Financial Platform

In recent years,Internet companies have optimized financial services through innovative technologies and have impacted the core business and customers of traditional banks.The relationship between financial supply and demand is changing,and financial supply gradually shifts from the shortage in the era of traditional commercial banks to the diversity in the Internet era.Financial supply and demand are increasingly closely linked.In this context,traditional financial models need to be changed.Traditional finance and Internet finance complement each other,and gradually move towards convergence,integrating into the life scene,towards scene finance."Scene finance" refers to the integration of financial services in various life scene,which can more effectively meet the needs of customers and touch the pain points of customers,so that customers can experience more convenient and intuitive financial services.Scene finance is the important magic weapon for banks to change the traditional financial model.It not only guides the direction of banks' supply-side reforms,but also promotes the transformation and innovation of banking business,and promotes the reform of organizational management.In order to cope with the impact and challenge of Internet companies,commercial banks are actively creating financial scene and moving towards scene finance.On the whole,commercial banks are still at the stage of transition to scenes,so there are still shortcomings.For example,the rich scenes that can meet the needs of users still need to be mined;secondly,the users lack dependence on existing scenes,and the scenes have not penetrated into the daily habits of users;thirdly,the subsequent customer acquisition ability is not strong.According to the shortcomings of the current commercial bank's Internet scene financial business,this paper is based on the development and operation of XT Rural Commercial Bank's Internet scene financial App,and uses data analysis to find problems for the operational effects of Internet scene financial platform,exploring the operation of the App.Firstly,the related theories are described,introducing the concepts of Internet finance and the development of Internet finance at home and abroad;the concept of scene finance,the advantages of scene finance;and the constituent elements of community banking to build a scene financial platform.Next is the background introduction of the case:firstly it explains the basic situation of the rural commercial bank and the launch background of the financial App;secondly it explains the main application of the financial app and its characteristic innovation;finally it introduces the promotion activities implemented after the launch of the App.Next,we will analyze the effects of the promotion and construction of the platform,the existing problems and the reasons around the application case analysis of the rural commercial bank's financial App's bus scene.The case analyzes data mainly from the bus scene part by using the event analysis method and two-sample test Analysis on the operation effect of platform bus scene;comparative analysis of the effect of specific activities on the platform bus scene;Comprehensive analysis of the operation effect of the platform from multiple indicators such as user expansion,activity,user churn,and cost-effectiveness indicators.Finally,corresponding suggestions are given around the effects and problems in the financial application of the platform scene.