短视频数智赋能小微金融服务的实践与思考——基于平安银行抖音直播的案例分析
Practice and Reflection on Empowering Micro-Financial Services with Digital Intelligence through Short Videos—Case Study Based on Ping An Bank’s Douyin Live Broadcast

得益于互联网信息技术的飞速发展，数据要素与实体经济正在加速融合，为小微企业突破融资瓶颈以及金融机构优化供给侧服务提供了新思路。基于此，平安银行抢抓时代机遇，首当其冲在抖音开展小微金融服务直播，借助短视频电商平台构建数智化营销场景，通过“对话 + 赋能”小微客户创新普惠金融服务模式，引起了强烈的社会反响。为深入剖析平安银行利用抖音赋能小微金融服务的内在逻辑与机理，文章结合数字技术驱动和短视频场景化的时代背景对平安银行抖音赋能小微金融服务的价值创造路径进行探索，并形成平安银行SWOT分析矩阵以供经营策略优化，以期为短视频高质量赋能商业实践提供一定参考。
Thanks to the rapid development of Internet information technology, the integration of data elements and the real economy is accelerating, providing new ideas for small and micro enterprises to break through the financing bottleneck and financial institutions to optimize the supply side services. Based on this, Ping An Bank seized the opportunity of the times, first carried out live broadcasting of small and micro financial services in Douyin, built a digital intelligent marketing scene with the help of short video e-commerce platform, and innovated an inclusive financial service model for small and micro customers through “dialogue + empowerment”, which caused a strong social response. In order to deeply analyze the internal logic and mechanism of Ping An Bank’s use of Douyin empowering small and micro financial services, this paper explores the value creation path of Douyin empowering small and micro financial services of Ping An Bank in combination with the historical background of digital technology and short video scenes, and forms a SWOT analysis matrix of Ping An Bank for business strategy optimization, in order to provide some reference for short video high quality enabling business practice.