The Research On The Strategic Transformation Of Retail Business In The Branch Of China Citic Bank Of H

Different from the traditional wholesale bank, the retail bank mainly provides financial products and services to the consumers and small businesses,such as consumption credit, bank card service, internet banking and personal financial business. Compared with the traditional business, the retail banking business has the characteristics of less capital, diversified business, various customer demands and stable income. Generally, the amount of single business is limited, so it can spread the risks better. The retail business in foreign commercial banks developed earlier, so there is a general idea of retail banking business in the theory and practice circle: in the context of foreign financial industry, when providing full and better customer services and establishing a sound customer relationship system, the retail banking business should compose the innovations and combinations based on the customers' needs to meet the demands of medium and high customers wealth added or preservation. At present, with the economic structure transformation, the commercial banks are turning their focus to the retail business, and also the domestic scholars are paying more and more attention to the research of retail business. However, due to the late start of China's commercial banks, the study of theoretical innovation is less and the lack of forward-looking and guiding significance for the real business.The thesis focus on the strategic transformation of retail business in thebranch of China CITIC Bank of H. Based on the collection of a large number of literature, first states the research results of the retail business of commercial banks at home and abroad, and describes the present state and future development our retail business of commercial banks, then reveals that the experience of foreign advanced commercial banks has an inspiration on ours, after that introduces the branch of China CITIC Bank of H and its present state of retail business; secondly, analyzes the strategic environment of the branch of China CITIC Bank of H through the PEST and SWOT theoretical model, and points out the internal and external environment of the development of China's retail business; thirdly, set up its strategic transformation model of retail business in the branch of China CITIC Bank of H by defining the orientation, vision and goals,and put forward its strategy implementation plan from its retail business transformation products, channels, employee strategy, etc.. Finally, analyzes the instructive significance of its strategic transformation of retail business to the banking industry.