MBA教育中心知识库

  2023年12月的中央经济工作会议将“以科技创新引领现代化产业体系建设”作为首要任务，列入推动经济高质量发展重点任务中，将科技金融列入“五篇大文章”首位，强调要增加金融的科技含量，同时明确了金融机构的发力方向，当前中国经济数字化高质量发展进程中，以“数”赋能产业、以“数”引领产业正改变着各行各业，银行业进一步深化数字化转型已成为一个非常现实的问题。区域性农村商业银行受限于主营区域、资金规模、竞争能力、抗风险能力等因素，其零售业务天然性的成为主要利润增长点，如何通过科技创新赋能零售服务场景，提供普惠、多样、高效、优惠的金融服务，实现降低风险、优化结构、降本提效、巩固市场、支持实体、创收增收的经营目标，是当前区域农村商业银行主要探索和研究的方向之一。

  本文选取兰州农商银行的零售业务数字化转型为具体分析对象，首先概述了兰州农商银行的基本情况、零售业务的基本概况及零售业务数字化转型的现状，通过调查研究法对兰州农商银行零售业务数字化转型中存在问题进行了详细分析，发现主要存在的问题为零售产品同质化严重、客户管理有待进一步完善、各个渠道间的协同联动相对欠缺、业务营销手段不足、金融科技复合型人才缺失等，通过深入剖析发现零售产品创新能力较弱、客户管理精细化程度较低、渠道管理的机制缺失、精准营销能力较弱、金融科技复合型人才储备不足等为问题主要原因。同时，论文结合相关金融理论，探索性提出通过“客户需求”引领“产品创新”、客户管理的“精细化转型”、渠道拓展“多元化转型”、营销服务的“精准化转型”、金融科技人才培养的再提升等优化零售业务数字化转型。最后，论文从全面数据运用支撑、信息安全保障赋能以及运营体系管理保障等方面构思了兰州农商银行零售业务数字化转型优化的对策实施的措施。

    This paper selects the digital transformation of retail business of Lanzhou Rural Commercial Bank as the specific analysis object. First, it summarizes the basic situation of Lanzhou Rural Commercial Bank, the basic overview of retail business and the current situation of digital transformation of retail business. Through investigation and research, it makes a detailed analysis of the problems existing in the digital transformation of retail business of Lanzhou Rural Commercial Bank. It is found that the main existing problems are serious homogeneity of retail products, further improvement of customer management, relative lack of synergy among various channels, insufficient business marketing means, and lack of financial technology composite talents. Through in-depth analysis, it is found that the main reasons for the problem are weak innovation ability of retail products, low degree of refinement of customer management, lack of mechanism of channel management, weak precision marketing ability, and insufficient reserve of financial technology composite talents. At the same time, combined with relevant financial theories, the paper proposes to optimize the digital transformation of retail business through "customer demand" leading "product innovation", "fine transformation" of customer management, "diversified transformation" of channel expansion, "precision transformation" of marketing services, and further improvement of fintech talent training. Finally, the paper conceived the implementation measures of the digital transformation and optimization of retail business of Lanzhou Rural Commercial Bank from the aspects of comprehensive data application support, information security assurance and operation system management assurance.