Research On Retail Banking For Jilin Branch Of Bank Of China

At present, the retail business in commercial banks in western developedcountries profit ratio has exceeded50%, with the continuous accumulation ofpersonal wealth, the retail business has become the premise and guarantee of bankbusiness development, it not only represents the bank reputation and brand image, butalso can measure the commercial bank management and sales ability. Commercialbanks should improve the understanding of the retail business strategic position, inorder to improve the overall profit level. Bank of China Jilin branch attaches greatimportance to the future development prospects of retail business, the retail businessas the year business development of the "1project", in2014, the bank depositbusiness development is the basic goal of "than in", which was the main businessgrowth must be higher than the big four average, the market share have steadilyimproved; a higher goal is "than the incremental", namely single index increasedamount to compete with the industry.This thesis starts from present development situation of the retail business, studiesthe current retail product marketing, sales model and sales situation of Bank of ChinaJilin branch, and analyzes the responsibilities and assessment method for existingsales; The main factors of Jilin branch are staff marketing consciousness weak,operating conditions are not ripe, target market positioning is not clear the retailbusiness development; in the third chapter, the use of modern methods of analysis, theadvantages and disadvantages of Jilin Province branch retail business, opportunitiesand threats analysis, thus improving measures the performance appraisal, personnelallocation, process optimization and other specific aspects. Through the SWOTanalysis, there Bank of China Jilin branch retail business scale is small, the product development is not balanced, the lack of perfect basic level service system and othermajor issues, but also the existence of macro economy, policy support, high-levelattention and other development opportunities. After a study, W0strategy is to choosethe best strategy Bank of China in Jilin Province, through the managementoptimization strategy to improve the customer manager team building to strengthenretail, retail management and evaluation mechanism, management optimization tofight for and grasp the external opportunities depending on the opportunity, convertedinto development advantages, the advantage into competition victory. On this basis,the paper proposes to raise the retail business strategy, strengthen the management oforganization executive ability, innovative products, improve service to establisheffective incentive and restraint mechanisms for the general idea, and put forward theconcrete improvement measures in the reform strategy, business model, the salesprocess and retail staff positions, to promote retail business "in Jilin province in2014branch of the1project" successfully kicked off.In order to improve the effective implementation of the program, this paperproposes to adjust business philosophy, to build customer manager system, perfect theinternal control risk prevention measures, these measures and methods are targeted,also has very high practical value to other banks. Finally, through the overall researchand concluded: the retail business has become a solid foundation for the sustainabledevelopment of the bank, but Bank of China Jilin branch retail business scale andmanagement level, marketing consciousness, management processes and internalcontrol management, still has a big gap compared with the same area of commercialbank, the bank deal with different levels of customer assets the implementation ofdifferentiated marketing and service strategy, expand the scope of radiation salesoutlets, to develop new customers while the mining depth of the stock of customers,enabling customers to stratified marketing and service, to improve the marketingeffect, making Jilin branch retail business targets successfully closen.