摘要
数字经济是目前经济体系中具有巨大价值的经济形态，互联网平台和新技术相互融合
不断冲击着传统银行的经营模式，挤占商业银行的零售市场。数字化转型是推进银行业构
建安全高效、合作共赢、科技支撑、自主可控、服务实体的全新的金融服务生态，已成为
拉动产业转型升级的重大突破口和一国经济增长的重要引擎。随着金融新业态的发展，银
行应科学制定数字化转型攻略，统筹推进数据应用能力建设，以数字化转型发展作为突破
口，利用手机银行、网上银行等构建数字化场景运营体系建设，搭建风控系统、强化风控
能力以及构建数据基础平台提升数据治理能力以防范金融风险，全面推进数字化建设。
在此背景下，本文运用案例分析法，分析当前数字化时代平安银行零售业务转型的动
因及发展特征，侧重分析平安银行在零售业务数字化转型中实施的关于产品体系、营销体
系、风控体系、组织结构及集团支撑体系的重要路径，通过数字化转型平安银行在获客规
模、盈利水平、资产质量、财富管理、运营效率方面实现各阶段的转型效果，提出商业银
行在零售业务数字化转型中应该明确数字化战略定位、创新产品与服务、加强数字化全渠
道建设以及防范数字化风险等启示，为商业银行数字化转型提供指导意见。
关键词：
数字化转型；平安银行；零售业务；全渠道建设
I

Abstract
The digital economy is an economic form with great value in the current economic system.
The mutual integration of Internet platforms and new technologies is constantly impacting the
business model of traditional banks and crowding out the retail market of commercial banks.
Digital transformation is to promote the banking industry to build a new financial service
ecology that is safe and efficient, cooperative and win-win, technology-supported, independent
and controllable, and serves the entity, and has become a major breakthrough for industrial
transformation and upgrading and an important engine for a country's economic growth. With
the development of the new financial industry, banks should scientifically formulate digital
transformation strategies, co-ordinate the construction of data application capabilities, take
digital transformation development as a breakthrough, build digital scenario operation system
construction using mobile banking and online banking, build a risk control system to strengthen
risk control capabilities as well as build a data foundation platform to enhance data governance
capabilities, prevent various risks and comprehensively promote digital construction.
In this context, this paper uses the case study method to analyze the motivation and
development characteristics of Ping An Bank's retail business transformation in the current
digital era, focusing on the important paths of product system, marketing system, risk control
system, organizational structure and group support system implemented by Ping An Bank in the
digital transformation of its retail business, and through the digital transformation of Ping An
Bank in terms of customer acquisition scale, profitability level, asset quality, wealth
management and operational efficiency. Through the digital transformation Ping An Bank has
achieved the transformation effects at various stages in terms of customer acquisition scale,
profitability, asset quality, wealth management and operational efficiency, and proposes insights
that commercial banks should clarify their digital strategic positioning, innovate products and
services, strengthen digital omnichannel construction and prevent digital risks in the digital
transformation of retail business, so as to provide guidance for the digital transformation of
commercial banks.
II
。。。以下略