Research On The Reform Of Retail Business Of Bank Of Communications Jilin Branch

Most of our domestic commercial banks have explored and developed retailbanking business transformation in the past20years, but breakthrough progress hasstill not been made. Customer-centric services were still difficult to be widelysubstantive recognized, internal crossover sales synergy effect was difficult to beachieved etc. Such bottleneck problems still seriously restrict the development ofretail banking. A large amount of exploration and practice still need to be made tofind an effective way which fits China retail banking business strategy transformation.Based on the domestic commercial bank retail business transformation anddevelopment has extensive practical needs and theoretical guidance, special composethe article. Bank of communications Jilin branch retail business transformation anddevelopment of in-depth analysis and research, and strive to refine the studydetermined the domestic commercial bank retail business strategy in transition todevelop specific strategies and extends to the main problems to be solved and theimplementation of key arrangement.Combined with the value chain model of Communication Bank, strategyimplementation was pointed out to be the key problem during retail businesstransformation of Jilin branch.。Jilin branch of Communication Bank needs to adjustthe retail business organization structure, detail the establishment of business strategyand function strategy, and carry out the effective implementation of the strategycontrol. Jilin branch of Communication Bank must adhere to the customer center, use the “Liang Hua Yi Hang” Strategy、the three-in-one management channel layout、the“4S” customer service principles、the “5P” marketing strategy of retail business、 the“6W” characteristic wealth management theory in the construction of the retailbusiness value chain model and modern strategy management theory, further more,take special practice in order to promote the rapid development of retail bankingbusiness transformation. From the domestic commercial bank retail businesstransformation poor development status quo, problems and illustrates the urgency ofthe issue, and the current development of extensive defects. By using the theory ofstrategy management of internal and external environment and competitors in detail,so as to determine the focus of the development of retail business transformation, andaccording to the theory of strategy management to further refine the analysis to solvethe inherent problems of strategic transformation project, and based on theimplementation of the strategy theory to identify specific implementation steps.Strategic management theory and the retail business strategic transformation practiceof Bank of Communications is in-depth analysis of the specific solution totransformation and development.In this paper, the wide use of strategic management theory and model, on theBank of communications Jilin branch of the existing value chain theory and analysisof domestic and foreign strategic management theory fit. The key content ofoutstanding analysis and research, such as the retail business organization problems,customer strategy, product strategy, channel strategy and other aspects of the research,and puts forward the model and transformation based on.Current prevalentcross-selling theory was rejected in this paper, reform conception of retail businessorganization and management structure which restricted its development was also putforward. Bottleneck problem of current domestic retail banking business developmentto this kind of deformity was discussed in the paper. Strategic transformation needs to make snap reform, bank retail business transformation strategy theory should becombined with effective practice. Bank of communications Jilin branch retailbusiness strategic transformation research will play a positive role in promotingdomestic retail banking business development...