当下随着互联网的发展，通过网络交互为客户提供金融服务的趋势愈发明显，这 同时就为各大商业银行提出了更高的要求，金融服务能力的强弱成为关键所在。在互 联网时代下，客户的沟通方式具有这样的特点：碎片化和移动化。为了规避金融业务 的潜在风险（例如第三方社交平台），I 银行自主研发了社交金融服务 App。通过该 App，客户不仅可以向客户经理及其他好友发送聊天信息，还可以查询余额明细、办理 投资理财、查阅金融资讯等业务，满足客户金融及社交等多种需求。I 银行社交金融服 务 App 并非传统意义上的手机银行服务 App，也区别于现有的微信等社交服务软件， 通过 I 银行平台，深化客户对金融与社交融合的需求，吸引更多的客户使用并习惯信 使、客户经理线上服务，走出一条与传统手机银行不一样的主打社交金融服务的道 路。随着 App 的建设与实施，I 银行也面临着一些新的问题，例如当完成基本的用户 积累之后，如何持续、有效的运营用户？如何利用该 App 更好的开展营销推广，从而 更好的获取客户社交金融需求，增加客户粘性，提升银行收益？如何通过 C 端客户信 息、B 端企业信息的有效圈存，成为 I 银行流量入口？等等。 本论文针对 I 银行社交金融服务 App 运营需求，通过对 App 客户、外部资料收 集，内部相关部门座谈交流，对 App 的定位、策略、客户体验、服务与技术进行了调 研，并对 App 的运营策略优化进行了分析。本论文运用 SWOT 分析方法，分析 App 的优势、劣势、机会和威胁。在此基础上，总结了运营中存在的问题，并结合当前互 联网社交金融服务发展现状及 I 银行自身特色，提出了若干改进建议。最后，本论文 还结合部分改进建议开展应用实施，并根据实施结果总结实施过程中的经验和教训。 本文以 I 银行社交金融服务 App 为具体研究实例，论文研究围绕着银行发展社交 金融服务的实际需求，提出了 I 银行社交金融服务 App 运营策略的优化建议，对于提 升 I 银行社交金融服务 App 的市场竞争力、改善客户体验、完善运营能力具有重要的 价值，也将为平台流量转化提供一定参考与借鉴。 关键词：社交金融；商业银行；移动 App 运营II Abstract With the rapid development of Internet mobile social financial services, commercial banks are also actively arranging Internet finance related businesses, and continuously improve the ability of Internet financial services. In order to adapt to the mobile and fragmented development trend of customer communication mode in the era of mobile Internet, and avoid many potential risks of financial business through the third-party social platform, the social financial service app independently developed by bank I has created the industry leader of mobile social financial services, and is also a milestone in the development process of bank I's Internet finance. The social financial service app of bank I can not only send image and text information to customer managers and other contacts, but also handle transfer and remittance, purchase financial products and other businesses to meet the needs of customer information exchange, sharing and business processing. The social financial service app of bank I is not the traditional mobile banking service app, but also different from the existing wechat and other social service software. Through the bank I platform, we can deepen customers' demand for financial and social integration, attract more customers to use and get used to the online services of messenger and customer manager, and create a social financial service that is different from the traditional mobile banking road. With the construction and implementation of social financial service app, bank I is also facing some new problems, such as how to operate users continuously and effectively after the completion of basic user accumulation;how to use the app to better carry out marketing and promotion, so as to better obtain customers' social and financial needs, increase customer stickiness, and improve bank earnings; how to effectively load the C-end customer information and b-end enterprise information to become the I-bank flow portal, etc. According to the operation demand of social financial service app of bank I, the writer investigates the positioning, strategy, customer experience, marketing, service and technology of the app, and analyzes the operation innovation of the app through the collection of APP customers, external data and the discussion and exchange of internal relevant departments. This paper uses SWOT analysis method to analyze the advantages, disadvantages, opportunities and threats of bank I social financial service app. On this basis, it summarizes the problems existing in the operation of social financial service app of bank I, and puts forward some improvement strategies and suggestions based on the current development status of social financial service on the Internet and the characteristics of bank I. Finally, thisIII paper also discusses the current I bank social financial service app implementation examples, gives a number of implementation measures and results, summarizes some experience and lessons in the implementation process. Focusing on the actual needs of the development of social financial services in the bank, this paper puts forward the strategies and suggestions for the operation innovation of the social financial services app of bank I, which is of great value for improving the market competitiveness, customer experience and operation ability of the social financial services app of bank I, and will also provide some reference and reference for the transformation of platform traffic. Keywords ：Social finance; Commercial Banks; Mobile App operationIV 目 录 第一章 绪 论..............................................................................................................................1 一、研究背景及意义......................................................................................................... 1 二、国内外研究现状......................................................................................................... 2 三、论文内容与组织结构................................................................................................. 6 四、研究思路与创新点..................................................................................................... 7 第二章 相关概念与理论基础.................................................................................................10 一、相关概念................................................................................................................... 10 二、 产品生命周期理论.................................................................................................. 11 三、SWOT分析方法理论...............................................................................................13 四、RFM模型理论..........................................................................................................13 五、本章小结................................................................................................................... 14 第三章 I 银行社交金融服务 App 运营现状及 SWOT 分析...............................................15 一、I银行社交金融服务 App组织架构简介................................................................15 二、I银行社交金融服务 App发展现状........................................................................16 三、同业 App 运营现状研究..........................................................................................20 四、I银行社交金融服务 App SWOT分析...................................................................22 五、本章小结................................................................................................................... 25 第四章 I 银行社交金融服务 App 运营策略问题及优化建议.............................................26 一、I银行社交金融服务 App运营策略问题................................................................26 二、I银行社交金融服务 App运营策略问题原因分析................................................28V 三、I银行社交金融服务 App运营策略优化建议........................................................29 四、本章小结................................................................................................................... 32 第五章 I 银行社交金融服务 App 运营策略优化建议实施.................................................34 一、产品优化策