A Study On Retail Business Development Of Zhongshan Rural Commercial Bank

In recent years,China's financial reform has been deepening,especially in the rural financial system reform,the financial industry to flourish.With the advancement of interest rate marketization and the intensification of competition in the industry,the deposit and loan interest spread of commercial banks gradually narrows and the profitability of traditional credit business declines gradually.Domestic commercial banks have to actively explore new markets,fields and profit-making ways and seek new ways.Of the profit growth point,the retail business is in this context is the focus of competition in the banking industry.Zhongshan Rural Commercial Bank Co.,Ltd.(hereinafter referred to as "Zhongshan Rural Commercial Bank")was approved by the China Banking Regulatory Commission on June 28,2013,the former Zhongshan Rural Credit Cooperative Union restructuring successful,officially opened.Based on the development of retail business of Zhongshan Rural Commercial Bank,this paper makes an in-depth analysis and research on the retail business of Zhongshan Rural Commercial Bank by means of field investigation,indirect investigation and SWOT analysis.Firstly,it gives a brief introduction to Zhongshan Rural Commercial Bank,and expatiates on the current development of retail business of Zhongshan Rural Commercial Bank in detail,and analyzes the existing problems in the development of retail business of Zhongshan Rural Commercial Bank according to the present situation:Lack of service awareness,customer relationship management ability is not strong;cross marketing,comprehensive marketing ability is weak;lack of innovation,product technology content is low;lack of human resources,lack of professional talent;retail business risk management capacity is still inadequate.Secondly,using the SWOT method,this paper analyzes the competitive advantage,the competitive disadvantage,the development opportunity and the threat of the development of retail business of Zhongshan Rural Commercial Bank,comprehensively considering the factors restricting the development of retail business of Zhongshan Rural Commercial Bank.It is concluded that the advantage of Zhongshan Rural Commercial Bank's development of retail business is greater than the disadvantage,the opportunity is greater than the threat,and the retail business has great development space.Finally,according to the existing problems and the conclusion of SWOT analysis,it is necessary to formulate appropriate development countermeasures for the development of retail business so that Zhongshan Commercial Bank can be invincible in the fierce competition:Change the management concept,pay attention to the development of retail business;strengthen customer group management,the implementation of differentiated services;advancing with the times,strengthen the channel,IT systems and community banking;customer-centric,strengthen the retail business marketing;Innovation,and enhance core competitiveness;set up a professional team to create the characteristics of Zhongshan Agricultural Bank;to strengthen the retail business of internal control and risk management.Through the study of the development of retail business of Zhongshan Rural Commercial Bank,on the one hand,it provides useful reference for the future development of the enterprise,and on the other hand,it can also provide reference for the development of retail business of other rural banks under the credit system.