As a bank platform that sells funds on an agency basis, it has the natural advantage of contacting customers' financial management. Through the realization of financial business, how to give full play to the advantages of self-construction, cut into customer needs, and establish brand recognition and customer loyalty are the difficulties faced by fund business. For platform product managers or operations managers, a great difficulty lies in how to judge whether the implemented strategy is effective. How many users enter the page through campaign design and what percentage are successfully converted, a simple data funnel is not enough to explain the driving force of conversion.
The variables here may lie in whether the customer is followed up by offline personnel, whether the customer has a certain investment foundation, and the timing of the customer viewing the page also has a certain degree of influence on the conversion. This article analyzes the products and operation directions of the three platforms from the perspective of the relationship model of "people, goods, and fields", and roughly draws the following conclusions: People: The choice of operation strategy comes from the recognition of existing customers and target customers. For fund customers, profit is the primary but no longer the only requirement. Every node in contact with customers should have data retention, showing whether users are satisfied and willing to continue to invest; Field: The huge network resources may not bring about the improvement of efficiency, on the contrary, the optimization of service Phone Number List process nodes may be favored by customers. With the continuous transformation of technical productivity, the carrier of customer service has already changed, but the original intention of solving customer pain points has not changed; Goods:
The products that really impress customers are closely related to their lives, and the real marketing is to integrate them into the customer's life experience in the marketing strategy. 2. Competitive selection Competitor selection and platform data This article starts from the fund business of Ping An Bank, and selects China Merchants Bank App-Fund and Alipay-Fund as competitive reference. In terms of the current public fund holding scale, these two are among the top institutional platforms. At the same time, they also represent two models, one is a bank enterprise that is also based on bank customers, and the other is a third-party agency sales platform that uses payment and settlement as a tool to accumulate a large number of transaction customers. Data source: China Foundation Association official website, data in December 2021 Comparison of the core data of the three platforms: Data source: