Research On Optimization Of Digital Transformation Of C Consumer Finance Company

China’s consumer finance market is promising and rapidly growing,and the whole market is mainly dominated by traditional commercial banks,licensed consumer finance companies as well as internet consumer finance platforms,but the market is fragmented and has not yet formed an absolute monopoly of competition.The People’s Bank of China introduced the Financial Technology Development Plan(2022-2025)in December 2021,the plan emphasizes the importance of financial industry in advancing Fintech innovation,promoting enhanced data capabilities and accelerating digital transformation.With the application of Fintech such as artificial intelligence,big data,blockchain and more deepens in the traditional financial sector,Fintech could address the "pain points" in the pre-lending,lending and post-lending processes in the consumer finance sector.In the context of the digital economy,traditional financial institutions in the consumer finance area need to build up their core competencies and consider how to apply the new generation of information technology to drive their quality and efficiency upgrade in response to the challenges posed by the Internet giants who have entered the consumer finance sector and have the advantage of "traffic" and technology,as well as other strong competitors.This thesis selects digital transformation of the bank-owned consumer finance company C as a specific research object,based on the Long Tail Theory,Dynamic Capability Theory and Business Process Reengineering Theory,explains the theoretical basis of the digital transformation of traditional consumer finance companies.A comprehensive analysis of the objective environment and the conditions of the digital transformation of Company C is presented from the macro environment,the competitive environment of the industry and the internal environment.Then,a balanced scorecard model is adopted to evaluate the implementation results of the initial phase of digital transformation,and summarizes the problems in the current digital transformation of Company C and the causes of the problems.Finally,the analysis framework is combined with theory to propose that the strategic goal of the next phase of digital transformation for Company C is to build a digital consumer finance ecology driven by "Fintech +Platform + Consumer Scenario",and to develop an implementation path to continuously strengthen technological capabilities,build a professional talent team,improve the customer management system,and propose specific implementation measures and strategic guarantee in four areas: digitalization of operations,digitalization of talent cultivation,digitalization of marketing,and digitalization of risk control.This thesis establishes a framework for the digital transformation of Company C,with a view to further stimulating its digital transformation potential,exploring the depth of digital transformation,and to a certain extent,providing reference ideas for the digital transformation of other bank-owned consumer finance companies in the same industry.