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直销银行的独立法人化自救?
2017-08-28 07:37:05 中国经济网
因此,独立法人化直销银行需要各方面多方联动,比如融入大数据分析、加大推广力度、加强品牌认知等。刘澄表示,百度的优势在于百度地图做得比较好,如果日后可以在百度地图上订票、订酒店等,在这个过程中就可以采用支付优惠手段来推广,百度钱包未来也可以提到银行上发力。
产品为王
独立法人化直销银行想要脱颖而出,光有独立法人资格还不够,未来如何给客户提供更有价值的产品和服务才是影响直销银行能否立足的重要因素。
在中国人民大学国际货币所研究员、苏宁金融研究院特约研究员李虹含看来,直销银行在产品设计上要积极与基金、证券、保险、电商等平台拓展跨界合作,推进产品类别与服务创新;在产品研发方面,制定产品组合策略,突出直销银行服务的个性化、差异化;在产品生命周期方面也要加强管理,由于互联网产品具有变化快、周期短的特点,所以需要及时推出新产品,避免产品断档、更新滞后问题的出现。
服务和客户体验方面,仍以上述两家民营银行为例,刘澄分析称,微众银行和网商银行都有着很好的应用场景,现在很多互联网银行不知道从哪入口,怎样把自己的业务推送给客户,但像微众银行只要在微信上做个小程序就能获得推广,没有这种应用场景很难提高业务,也难以让客户群建立使用习惯。
李虹含也表示,直销银行应该着力开发生活服务与实物商品交易。事实上,目前大部分直销银行都在寻求新的发展方向,例如多家银行上线了各种类别的水、电、煤气缴费服务,此外,直销银行如果可以与本行的信用卡中心或信用卡商城合作,通过电子账户购买实物类商品,也将扩大直销银行客源。
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