数字化交互平台、价值创新突破与核心竞争力再造——基于浦发银行顾客管理转型的案例研究  

Digitalized Interactive Platforms,Value Innovation Breakthrough and Core Competitiveness Reengineering:A Cased Study Based on Customer Management Transformation of SPD Bank

作　　者：张爽 何佳讯 ZHANG Shuang;HE Jia-xun(Faculty of Economics and Management,East China Normal University,Shanghai 200241,China;Institute for Nation(al)Branding Strategy,East China Normal University,Shanghai 200241,China)

机构地区：[1]华东师范大学经济与管理学部,上海200241 [2]华东师范大学国家品牌战略研究中心,上海200241

出　　处：《管理案例研究与评论》2020年第4期431-443,共13页Journal of Management Case Studies

基　　金：国家自然科学基金面上项目“品牌与国家的联结:数字化时代新兴市场跨国公司创建全球品牌资产的新战略研究”(71772066);华东师范大学经济与管理学部博士研究生科研创新计划一般项目“平台型企业价值获取机制及全球化战略选择研究”(2018FEM-BCKYB004)。

摘　　要：随着客户支付和理财等生活方式的改变和互联网金融天然优势的发挥,面对新客户减少、老客户流失的严峻形势,商业银行的顾客管理模式进行转型升级已成为其应对线上线下竞争者的重要途径。本文在梳理了国内外有关数字化交互平台和价值创造相关研究的基础上,采用案例研究方法,以浦发银行为研究对象,探讨了传统商业银行利用数字化交互平台以"倒逼"机制促使传统顾客管理进行转型升级的实现逻辑。研究发现:传统行业利用互联网思维建立数字化交互平台,聚集使用者,持续交互,为了提高核心竞争力倒逼价值创新,而价值创造的创新机制可以促使传统行业完成顾客管理的转型升级。研究结论有助于丰富数字化交互平台和价值创造的相关理论,对数字化环境下传统行业如何利用数字化交互平台进行顾客管理的转型具有实践指导意义。With the change in the way of customer payment and financial management,the development of the advantages of internet finance,and in the face of the critical situation of new customer reduction and old customer loss,the transformation and upgrade of customer management models of commercial banks has become an important way to deal with online and offline competitors.Based on the perspective of digitalized interactive platforms and value creation at home and overseas,this study takes SPD Bank as an example,explores the logic of traditional commercial banks using digitalized interactive platforms to promote customer management to transform and upgrade with the"push back"mechanism.The study finds that traditional industries use internet thinking to set up digitalized interaction platforms to gather users,and continue to interact to improve core competitiveness and"push back"value innovation,and the innovation mechanism of value creation has prompted the transformation and upgrading of customer management in traditional industries.This study may be significant in enriching the research on digitalized interactive platforms and value creation,and has practical reference significance for the transformation of customer management in traditional industries by using digitalized interactive platforms under the digital environment.

关 键 词：数字化交互平台 价值创新 顾客管理 浦发银行 

分 类 号：F270[经济管理—企业管理]