The Research On Development Strategy Of The WF Rural Commercial Bank’s Retail Business

At present, domestic economic situations are tough and under a great downward pressure. The rapid development of information technology is gradually changing the production styles and life styles of people. In terms of financial policies, a series of policies and measures such as canceling the floating width restriction of the deposit and loan interest rates, launching a deposit insurance system and issuing large negotiable certificates of deposit herald the real arrival of interest rate marketization and keep stimulating the growth of the supply and demand in physical economy. On the whole, great changes have taken place in the business environment of the banking industry and financial institutions. Only by relying on original marketing methods and service levels, it would be difficult to meet clients’ demands of personalization, diversification and wealth management. How to rapidly adapt to the current business environment and target the focus of business development is a challenge as well as opportunity that every commercial bank is confronted with.Based on expounding the significance of banking retail business to the operation of commercial banks and combined with domestic and foreign researches and theories related to the development of banking retail business, this thesis put forward the necessity and urgency for WF Rural Commercial Bank to vigorously develop retail business. Based on the external environment and internal conditions confronting the retail business development of WF Rural Commercial Bank, the method of SWOT was adopted to analyze the advantages and disadvantages of its retail business as well as opportunities and challenges it was confronted with. Finally, the thesis established its overall strategic retail goal of sticking to serving for the physical demands of “rural areas, agriculture and farmers”, explicitly setting the market positioning of orienting at rural residents, urban residents, privately or individually-owned business and small and medium-sized enterprises and striving to become a wealth management bank for citizens. It also formulated the strategies of differentiated competition and three other functional strategies including talent strategy, wealth management strategy and marketing strategy. It is hoped that this research on strategies for the retail business development of WF Rural Commercial Bank could provide some references for other domestic rural small and medium-sized financial institutions to design strategies for the development of their retail business.