Research On The Retail Business Development Of Agricultural Bank Of China Guangxi Branch

With the formation of the new economic normalcy,which embracing financial disintermediation,interest rate liberalization,and capital constraint reinforcement,the retail business environment of Agricultural Bank of China is undergoing profound changes.It is faced with the opportunity factors which including the acceleration of urbanization,the diversification of consumption,the gradually improving financial system and so on.Meanwhile,it is also facing such potential threats like slowdown of the domestic economic growth,reinforcement of capital constraint,and rise of the non-bank financial institutions.Based on the analysis of the retail business development background and current situation of Agricultural Bank of China Guangxi branch,this thesis summarizes its crux of current development as four problem of“large but not strong",namely,huge customer base but weak core competitiveness of branches,complete service channels but outdated management styles,wide variety of products but lack of technology support,highest market share but poor customer experience.Then,the thesis seek out the causes of the four problem of "large but not strong",and conducts the SWOT matrix analysis.In the end,based on the outcome of the SWOT analysis,the thesis concludes that Agricultural Bank of China Guangxi branch may confirm the SO growth-oriented strategy to make the largest and strongest retail bank in Guangxi province,and confirm the WO reverse strategy to realize the seven dual attentions and changes.Simultaneously,with the final outcome of the SWOT matrix analysis,the thesis suggests that Agricultural Bank of China Guangxi branch needs to further improve the all-round marketing and customer maintenance system,innovate more competitive and more vital retail products,optimize the virtual and real financial service channels throughout urban and rural,establish risk management and control mechanism of overall process and multiple dimensions,create high-quality team of retail banking business,so as to promote the transformation and sustainable development of retail banking business.