作品简介

　　这是一本从数字化转型的角度讲解银行应该如何构建数字化营销与运营体系的著作，它能帮助银行从业人员系统性构建数字化营销能力和数字化管理能力，掌握不同客群和不同产品的数字化营销和运营方法。本书是作者15年银行业从业经验、100余家金融机构服务经验、200余场金融机构培训经验的总结，已有超过10万人从中受益。

　　全书从银行传统营销方法遭遇的复杂产品难销售、获客难、“活客”难等困境入手，为解决这些难题指明了方向，即从营销和运营的角度切入数字化转型。书的主体内容聚焦在银行数字化营销和运营的具体实践上，核心内容如下：

　　员工的数字化营销能力培养；

　　干部的数字化管理能力塑造；

　　银行数字化营销的破局方法；

　　3步完成数字化营销过程；

　　4步实现新客获取；

　　5步激活存量客户；

　　社区、产业园区、商圈等线下场景的数字化营销；

　　银行存款、国债、保险、理财产品、基金、信托等产品的销售和营销策略。

　　此外，通过本书，你还将了解到总行的数字化战略如何在分支机构落地，总行开发的数字化工具和先进工作方法如何帮助分支机构降本增效。

　　周承，资深银行数字化专家，有15年的银行业从业经验，曾就职于交通银行、中信银行、渤海银行和平安银行，担任过支行行长、零售行长等职。具备商业银行总行、分行、支行工作经历，在对公业务、零售业务、银行的数字化营销和运营方面有丰富的经验，全网的私域流量超过10万人，曾参与福田汽车、京东金条、众信旅游等多家企业的数字化转型项目。

　　资深咨询专家和培训讲师，《中国银行保险报》特聘讲师、FPSB CHINA继续教育讲师。为工商银行、农业银行、中国银行、交通银行、邮储银行等国有行，中兴银行、平安银行、民生银行、兴业银行等股份行，北京银行、江苏银行、徽山银行、中原银行等城商行，以及大量的农信系统、券商和保险公司，提供数字化营销及基金主题专业培训200余场，培训学院上万名。

Introduction of works

This is a book explaining how banks should build digital marketing and operation systems from the perspective of digital transformation. It can help bank practitioners systematically build digital marketing capabilities and digital management capabilities, and master digital marketing and operation methods for different customer groups and different products. This book is a summary of the author's 15 years of banking experience, more than 100 financial institutions service experience, more than 200 financial institutions training experience, has benefited more than 100,000 people.

Starting from the difficulties encountered by traditional marketing methods of banks, such as difficult to sell complex products, difficult to obtain customers, and difficult to "live customers", the book points out the direction to solve these problems, that is, from the perspective of marketing and operation to digital transformation. The main content of the book focuses on the specific practice of digital marketing and operation of banks, and the core contents are as follows:

Staff digital marketing ability training;

Cadre's digital management ability shaping;

The method of breaking the game of bank digital marketing;

3 steps to complete the digital marketing process;

4 steps to achieve new customer acquisition;

5 steps to activate existing customers;

Digital marketing of offline scenes such as communities, industrial parks and business districts;

Sales and marketing strategies for bank deposits, Treasury bonds, insurance, financial products, funds, trusts and other products.

In addition, through this book, you will also learn how the digital strategy of the head office is implemented in the branch office, and how the digital tools and advanced working methods developed by the head office help the branch to reduce costs and increase efficiency.

Zhou Cheng, a senior banking digital expert, has 15 years of banking experience, and has worked in Bank of Communications, China CITIC Bank, Bohai Bank and Ping An Bank, serving as branch president and retail president. With working experience in the head office, branches and sub-branches of commercial banks, I have rich experience in the digital marketing and operation of public business, retail business and banks. The private traffic of the whole network exceeds 100,000 people, and I have participated in the digital transformation projects of many enterprises such as Foton Automobile, Jingdong Gold Bar and Utwe Tourism.

Senior consulting expert and training lecturer, "CHINA Banking and Insurance News" special lecturer, FPSB CHINA continuing education lecturer. For state-owned banks such as Industrial Bank, Agricultural Bank, Bank of China, Bank of Communications, Postal Savings Bank, stock banks such as Zhongxing Bank, Ping An Bank, Minsheng Bank, Industrial Bank, urban commercial banks such as Bank of Beijing, Bank of Jiangsu, Huishan Bank, Zhongyuan Bank, as well as a large number of agricultural credit system, securities brokerages and insurance companies, we have provided more than 200 professional trainings on digital marketing and fund topics. Tens of thousands of training colleges.