| Retail banking refers to that the commercial banks using modern business philosophy, scientific and technological means to provide comprehensive, integrated financial services, including deposits, loans, settlement, foreign exchange, finance and investment, and business to individuals, families, small and medium-sized enterprises. Retail banking is an important part of the business of commercial banks.Commercial banks investigate the financial needs of customers and their investment preferences to provide diverse and personalized financial services. Retail banking not only create value for customers but also be the important profits source to the commercial banks. In recent years, the domestic commercial banks pay more and more attention to the development of the Retail banking, and regarded it as one of the important ways to upgrade and transformation of the bank’s own strategy. Currently, the scale of Retail banking of commercial banks in China is rising, but there are many problems, such as being too dependent on scale expansion rather than sub service, lacking of awareness of innovation, quality of service need to be improved and so on,those problems restrict the further development of the Retail banking of the domestic commercial banks.Firstly, the transformation of the Retail banking should be the change of concept, to transform from relying on the scale expansion to relying on providing high quality service in subdivision and mining the potential customer needs, from traditional savings banks to an integrated financial bank. The commercial banks should rely on existing physical outlets and try more efforts on electronic banking development, vigorously promote the construction of information and network, continue to deepen the reform of the management structure, improve the quality of retail team, optimize the level of risk control, professional team of customer manager and manage the relationship with customer more scientifically. They should also develop more and more financial products to meet the needs of customers at all levels, and provide differentiated services to enhance customer satisfaction, make the brand value bigger and stronger. The good job on the system construction to provide a solid institutional guarantee for the sustained, stable and healthy development of the bank is also very important.H bank was established by 6 city commercial banks and 7 urban credit unions in 2005. As one of the central China’s largest city commercial banks, H bank has always attached great importance to the development of retail banking, incorporated it into the development planning. H bank roots in the local economy, serve the small and medium enterprises and individual customers, so the retail banking is a major breakthrough to its development. Before the strategic transformation, there were many problems and shortcomings of the structure in H bank, such as low level of retail team, management defect, unbalanced business structure, and low level of risk control Overall, H bank still has the shackles of the traditional banking business thinking, the problems of extensive management and dependent on the consumption of resources still exist, Interest rate marketization, horizontal competition and the internet financial shocks will make future banking management more difficult, so the transformation and upgrade was imperative. From the beginning of 2009, H bank has put the retail banking transformation on the important agenda by reform of network structure, performance appraisal and the retail team building.It also launched key products and built direct bank to take part in internet finance.Through these efforts,the retail banking of H bank has been greatly improved on both the scale and efficiency. |
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