Research On The Development Strategy Of BT Bank Retail Business Based On Interest Rate Marketization

National "Twelfth Five-Year Plan" (draft) made it clear "to steadily push forward interest rate reform." Interest rate reform will intensify competition in the banking industry, banks must pass the bargaining power and liability management capabilities, the use of non-price competition means to be addressed, so as to enhance the profitability of the banking sector. As a service based on the SME, urban and rural residents of urban commercial banks, how to play their own advantages in the new situation, and continuously improve the market competitiveness, it has been a BT banks continue to explore the issue. This paper aims to develop a strategic framework developed by BT Bank of China, the current situation analysis of the development, internal analysis highlighted the external competitive environment, combined with the actual situation, relevant theories of marketing thinking in the new situation continuously push forward the process of marketization of interest rates, BT Bank retail business problems and propose future direction of development, promote healthy BT Bank continued healthy development.The importance of this paper describes the development of the retail business from the start under the interest rate market, combined with the development of study theory of retail business of commercial banks at home and abroad, it demonstrates the feasibility and necessity of China's commercial banks retail business development. On the status of the development of the retail business and BT Bank Problems analysis, using the method of SWOT analysis, analysis of enterprise development of the retail business strengths and weaknesses, opportunities and threats facing the business and retail banking development strategy in depth. Ultimately determine the overall "focus on the national market, relying on advanced management concepts and management methods, relying on a sound IT technology platform, through continuous learning and innovation, to create retail banking brand influential" retail business development strategy,Put forward goals requires a customer-centric, adhere to the road of wealth management, clear electronic development path, grasp the business strategic thinking of qualified personnel, and discuss the conditions and means to achieve the development of the retail banking business BT needed to have. Through the research of BT Bank Development Strategy, raise and lower the interest rate market practices of other small retail banking development strategy to provide a reference.