商业银行数字化经营的实践与成效分析
——以 A银行精准营销平台为例
摘
要
近年来，由于新兴科技的高速成长，以及现代金融服务技术在银行业中的广泛应用，
不但扩大了金融服务覆盖面，而且也更进一步完善和提升了金融流程，大大提高了商业
银行的风险控制和业务触达水平，也促使银行业的金融服务功能和水平获得了显著改
善。金融技术和银行业的高度融合，将进行数字化改造成为我国银行业的共识，数字化
经营成为无可或缺的手段。因此，越来越多的国内商业银行紧锣密鼓地推出各具特色的
金融科技发展计划，A银行作为世界 500强企业、国有四大行之一，在 2018年末正式
发布了金融科技战略规划，随后陆续推出了业务中台、数据技术中台、精准营销平台等
应用系统和工具，紧紧地围绕着金融科技战略的使命与初衷，不断地为数字化经营赋能、
为各层级工作减负。
本文以 A银行 SR分行数字化经营中精准营销平台为研究对象，对银行精准营销平
台在实际业务中的具体运用以及发挥的成效进行深入研究，依靠详实的报表数据，通过
合理的分析，揭示金融科技创新力量在助力 A银行业务发展中发挥的巨大作用和成效。
通过自行设计相关的调查问卷，以线上问卷调查和现场调查两种途径获得数据，根据员
工实际使用情况，找出影响 A银行精准营销平台成效发挥的因素和痛点，发现A银行
数字化经营策略效果不彰，数字化经营工具（以精准营销平台为例）未发挥应有的作用。
在此基础上，本文从数字化经营的效用、导向、赋能和机制以及场景建设等方面提出了
改进措施和优化策略。
关键词：金融科技；数字化经营；精准营销
I
Abstract
Abstract
In recent years， with the rapid development of emerging science and technology， the
wide application of modern financial technology in the banking industry has not only
broadened the scope of financial services，but also further optimized and upgraded the
business process of financial services， enhanced the bank's risk control ability and customer
access ability， and effectively improved the financial service ability and management level
of the banking industry. With the integration of fintech and banking，it has become the
consensus of Chinese banking industry to accelerate digital transformation，and digital
operation has become an indispensable means. Therefore， more and more domestic
commercial banks are vigorously launching their own distinctive fintech development plans.
As one of the world's top 500 enterprises and one of the four major state-owned banks， A
bank officially released its fintech strategic plan at the end of 2018. Subsequently，it
successively launched application systems and tools such as business midrange，data
technology midrange and precision marketing platform，closely centering on the mission and
original intention of the fintech strategy， Constantly empower digital operation and reduce
the burden of work at all levels.
This thesis takes the precision marketing platform in the digital operation of SR branch
of A bank as the research object， conducts in-depth research on the specific application and
effectiveness of the precision marketing platform in the actual business，and reveals the great
role and effectiveness of financial technology innovation in helping the development of A
bank's business through reasonable analysis based on detailed report data. By designing a
questionnaire， collecting data through field survey and online questionnaire distribution，
and conducting employee use survey， we found out the factors and pain points affecting the
effectiveness of A bank's precision marketing platform，and found that the effectiveness of A
bank's digital business strategy was not good，and the digital business tools (taking the
precision marketing platform as an example) did not play their due role. On this basis， this
thesis puts forward improvement measures and optimization strategies from the aspects of the
utility， orientation，empowerment and mechanism of digital operation and scene
construction.
Key Words: Financial technology; Digital operation; Precision marketing
II
商业银行数字化经营的实践与成效分析
——以 A银行精准营销平台为例
目
录
1绪论......................1
1.1研究背景和研究意义.............1
1.1.1研究背景................1
1.1.2研究意义................3
1.2文献综述...................3
1.2.1关于数字化经营的研究.............3
1.2.2文献评述................4
1.3研究内容及方法..............5
1.3.1研究内容................5
1.3.2研究方法................5
1.4研究创新与不足..............6
1.4.1研究创新之处...............6
1.4.2研究不足之处...............7
2相关概念与理论基础...............8
2.1相关概念...................8
2.1.1数字化经营............8
2.1.2精准营销平台.............10
2.2理论基础.................10
2.2.1金融科技..............10
2.2.2精准营销理论.............12
3A银行 SR市分行数字化经营的框架设计.............14
3.1A银行 SR市分行情况...............14
3.2A银行数字化经营的原则与目标............15
3.2.1A银行数字化经营的原则..............15
3.2.2A银行数字化经营的目标..............16
3.3A银行数字化经营的路径与措施............17
3.3.1A银行数字化经营的路径..............17
3.3.2A银行数字化经营的措施..............17
4A银行 SR市分行精准营销平台的建设与运用............20
4.1A银行 SR市分行精准营销平台建设............20
4.1.1精准营销平台的建设背景..............20
III