What does the product system of a digital financial enterprise look like?

把「产品」As organizations deliver value bearing unit,About relevant product ability and the long-term mechanism construction,Are increasingly being financial enterprises has been widely accepted by the managers of the.

Clarify the organization system of product,Is the basis of promoting products all.But problems appeared,The same organization,The cognition of product are so inconsistent：

“We want to build products that meet the future development system,But what is the product？Each product is sold,Is a set of similar financial products,Or behind the system？Mobile banking is product？Products are divided into standard what is？”

This is about product system,We hear the sound of the most.How to make different roles within the organization,Form a clear and consistent cognition of product system,A product system's first line of the difficulties.

Grooming products system,是件不容易的事情.在不同语境下,「产品」The meaning of the word is different,Can lead to different understanding.

这里,We are in the banking industry, for example,Tease out a system of product,Including available product、业务产品、数字产品、运营产品.Trying to sort out the financial organization work scene,High frequency of product related concepts,For financial enterprises to establish its own products system to provide some reference.

可售产品

Marketable products can be seen as the smallest particle degree of financial products,Usually refers to financial institutions with financial attributes of various products,A file with regulators product Numbers,比如定期存款、Finance and investment for some、Personal housing mortgage loans in installment and so on.Banks to offer products of some seemingly can't into the category of products,Such as investment banking related bond underwriting、M&a financing, etc,But these deals are in bank internal financial statistical mapping for a code,Therefore abstract to see,With the available products is the same concept.

In the product usually quote for、ZiJinHu/Hosting families move zhang、Financial accounting scenarios, such as“产品”,Is this available products.The emergence of marketable products,The main is to meet financial、售后、Enterprise daily operation such as perspective,The most fine refinement management granularity requirement.

（图：Available product sample）

For a financial institution,The number of available products is usually a lot,For product set of hundreds of thousands of product manager behavior,Apparently neither real nor economic.因此,In order to facilitate the business management,Need to categorize the available products and abstract.

业务产品

On the basis of the many available products,To a certain degree of classification and abstract,We define it as a business product.Products can be understood as banking industry often mention“金融产品”,比如,Bank for micro, small and medium enterprises to launch a variety of financial products supply chain,In view of the individual clients introduced various monetary fund product.A class of business products to adapt to a set of business processes,Specific available products that may contain a lot,Available products involve the relevant properties of（如利率、额度、期限、合约等）一致,But the specific assignment differ.

（图：Business product sample）

打个比方,Certain types of business products are vacuum cup,Belonging to the category of available products is various shapes、容量、The performance of the vacuum cup.The concrete in the field of banking,As one of micro, small and medium enterprises financing product,Although there are differences between the interest rate and amount of different types of companies,But its business attribute is the same：All for micro, small and medium enterprises,Are asset class business,Apply the same set of business processes.These apply to the same set of business process of product,Can make the collection management,Also is a kind of business products.

（图：Business products is layered）

According to different abstraction degree,Can be divided into different levels of business products.If the personal loans as a kind of business products,It can cover all loans to individual products.If the personal credit loans as a kind of business products,It's abstract degree is lower than personal loans.因此,Business products is layered.

数字产品

With the business and available products from the point of view of the different,Digital products to support business sales and service,Thus the relevant science and technology capacity building.Digital products and systems is often a many-to-many relationship,Composition can be regarded as a single system capacity unit components.Digital products and business products between,Most is a many-to-many relationship,The combination of different digital products,Can support different business products.

Digital products as the basis of science and technology ability to deliver unit,The management goal,Is how to make use of technical means,Continuous optimization of business value delivery efficiency.因此,To be equipped with specialized product manager,From a long-term perspective for the planning and construction of thinking.

举例来说,The previously mentioned supply chain financial products,From the customer is the core enterprise supply chain upstream or downstream Angle,Can distinguish between two types of business products.But from the perspective of the bank internal management,Either upstream or downstream enterprises,Docking process is the same,Calls to the same set of delivery ability of science and technology unit.因此,We will be two types of business products behind the ability of the unit,As a digital product,Its digital characteristics embodied in the bank and customer interaction process.Compared with the traditional offline application、Model of artificial layers of approval letter,Instead, the whole process online operation——Collect the relevant data such as customer information online,System model of online running batch loans with interest rates,在线放款,Before the credit loan in the credit risk control system after online monitoring and so on.

再比如,By high frequency mobile banking mentionedApp,Is a typical digital products.Internally docking at the same time a number of different system,面向外部客户,The digital platform provide happen business,Have the ability to support the business value fast implementation technology.

（图：Mobile banking is a typical digital products）

运营产品

Business products business,To a large extent depends on the supporting for all aspects of the organization to support.In addition to the digital products,Compliance risk management、Branches hall service operations such as,We call this the operating product.Operating products and business operation,是两个不同的概念.Operating products refers to create the basis of common environment for business,Independent of specific business products.Operation of business products,Is based on product life cycle of the business,Through some activities to stimulate the positive interaction between product and customer,To meet customer needs and achieve business goals,Products business in scale,.

The effect of operating the product,Mainly is to improve the external customer experience,At the same time create convenience for bank internal management.为了达成这个目标,Need to have special product manager is responsible for the planning management,Sometimes also need related digital products to support.比如,For room service the operational product,Will need to consider the customer habit,Design services use a line,And try to use what kind of digital products（科技能力）,Can upgrade the customer experience and management efficiency.

（图：Financial institutions product system）

由此可见,For bank of the digital age,Product is no longer just a specific financial products available,There are different in different context refers to.For other services,逻辑是类似的——Has the fine granularity customer-facing available products,There is common business products;To support business and operation of the digital products products,And thus form a product of the enterprise system.

结语

The said product segmentation approach,Not necessarily apply to all financial companies,There is also hard to avoid ill-considered place.But our proposition is a consistent,The enterprise in the product planning system,And should not be to differentiate,But from a long-term perspective,Prudent design organization management unit.Business innovation to explore,System of science and technology to build or,Different unit module needs to have someone to think about the construction of the framework and,Thus creating high response force organization,To quickly respond to the complex and changeable market environment.

当然,Product system does not mean to subvert the original pattern immediately,Traditional management unit also has its existence value.Product system need to adjust measures to local conditions,循序渐进,Enterprise to in the process of practical exploration,Find suits own method and rhythm.After a reasonable product system,Enterprises can be based on product life cycle,Intensification of input-output analysis,To better manage financial budget and business,Thus an impregnable position in the digital age.

About the topic of the enterprise product system combing,吴穹博士将领衔AgileanAdvisers talk online on Thursday and you all,Click on the link below to make an appointment on live yo～

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