This book provides an in-depth explanation of how banks can break through growth bottlenecks in the digital era from two major dimensions: operations and marketing. In this digital era, how can banks break through their own constraints and truly complete digital transformation in operations and marketing? When facing the barbarians at the door of Internet companies, how can banks combine their own advantages and use digital methods to achieve growth against the trend? The book covers dozens of similar typical issues, covering customer acquisition, business, revenue and other aspects. In order to help readers completely solve these problems, the book not only conducts in-depth analysis of these problems and seeks out the root causes of the problems, but also provides solutions based on the author's many years of banking experience.
This book is divided into 7 chapters. Except for Chapter 1, the remaining 6 chapters introduce banks from different dimensions to break through different difficulties and achieve growth against the trend. Each chapter is independent of each other. Readers can choose to read according to their own needs, or they can read chapter by chapter from front to back to gain an overall understanding of the current situation of the banking industry.
Chapter 1 provides an overall introduction to the three major dilemmas caused by the Internet, technology and hybrid tracks from the perspective of all businesses of all banks, analyzes the root causes of the dilemmas, and then provides six major directions to break through the dilemmas.
Chapters 2 to 7 respectively focus on the six dimensions of business model, scenario customer acquisition, market operations, business marketing, open banking, and ecosystem, and explain what banks should do and how to do it from several perspectives such as concepts, characteristics, current problems, solutions, and future prospects. These include online financial operations, scene customer acquisition, mobile banking operations, banking App operations, user service system construction, electronic banking operations, bank e-commerce marketing and operations, ETC operations, open banking revenue generation, ecosystem construction, cooperation ecological construction and many other key contents.
Reader comments
This book mentioned the dilemmas and solutions faced by banks in the digital era, which was very inspiring to me. I am not well-educated and may encounter many problems when working in a bank, but after reading this book, I understand that digital marketing and operations of banks require continuous learning and adaptation. The book also mentions many specific cases and methods, which I feel are very practical. I have to study them carefully.
This book mentioned the dilemmas and solutions faced by banks in the digital era, which was very inspiring to me. I am not well-educated and may encounter many problems when working in a bank, but after reading this book, I understand that digital marketing and operations of banks require continuous learning and adaptation. The book also mentions many specific cases and methods, which I feel are very practical. I have to study them carefully.