Eric Liu Longtao: Online Banking "Customer" center should not stay in the slogan

The emphasis on product and service function has been the core of competition and propaganda of Chinese online banking. Throughout the current domestic commercial banks of the network banking business, whether it is ICBC's "wealth management e-Station", "Financial @ Home" and other service platforms, or http://www.aliyun.com/zixun/aggregation/8144.html "> Merchants Bank" a netcom "and other standard products, product functional improvement and technical advantages are always in the most prominent position of propaganda, the user's demand is still in the neglected corner.

Iresearch The Market consultation analysis, we believe that the online banking products launched by our commercial banks are an electronic extension of the existing traditional business, and the key problems such as the positioning and demand analysis of the target customers of the bank are not fully investigated and analyzed. Online Banking products and services in the design and development of the lack of targeted and systematic, pure innovation and innovation. Although the major banks are "customer-centric", but online banking "product-oriented" characteristics of the development is still very clear, the real customer-oriented philosophy has not been implemented in practice. The main reasons for the above problems are the following two aspects:

Scarcity of products and services

Because of the immaturity of the online banking market and the scarcity of certain products and services, the business idea based on online banking products and services can achieve some results temporarily, but it does not adapt to the future development trend of internet banking in our country, and as our online banking market matures, Products and services are bound to face from scarcity to saturation again to the situation, the product-centric business philosophy will face serious challenges.

Differentiation of products and services

The pursuit of differentiation of products and services has always been an advantageous weapon for online banking to develop market competition. However, as the information and technology channels become more and more unimpeded, banking it technology replication more and more strong, the major banks online banking solutions and related functional modules are increasingly similar, resulting in the online banking products, although the name is different, but in fact, the function and business type is very similar, Most online banks do not have their own characteristics, so it is difficult to form a differentiated competitive advantage.

Eric suggested that the major commercial banks should really establish a "customer-oriented" business philosophy, no longer from "what we can provide products", but from the "customer needs what kind of products" to consider the issue. Therefore, the major commercial banks should subdivide the market demand, provide personalized service products for netizens, and find out the corresponding market opportunities according to their own advantages in the competition. For example, according to the use of counter services, ATM services and network banking services of user attributes differences to design products of different services, the true implementation of the user's full coverage. Only in this way can the major banks truly realize the innovation of business process and service on their online banking platform, embody the distinctive business characteristics and improve their core competitiveness.