A Study On The Retail Banking Business Strategies Of BCS

Bank retail business is a comprehensive financial service which is provided by banks using modern and information technology means for individuals and families.In recent years,due to the diversification of demand for fi nancial services,the development of capital markets and the transformation of financial supervision,the traditional banking retail business has been seriously impacted,and began to innovate.At present,the competition of joint-stock commercial banks in China is more and more intense.With the development of retail business,retail business in the bank is more and more important.The banks' retail business will be a new profit growth point of joint-stock commercial banks and the key development direction for banks to improve their core competitiveness.Therefore,the development of retail business is the inevitable trend of joint-stock commercial banks in the future.This paper focus on Changsha Bank,analyzes the competition in Changsha's bank retail business environment using the PEST model and the Potter five forces model,finds out that in recent years,more and more joint-stock commercial banks join in the market competition,which has a great impact on Changsha Bank retail business in local market.To keep a leading position in the market,it is necessary to change the strategy in the retail business.Based on the competitive environment and current situation of retail business in Changsha Bank,this paper summarizes the advantages and disadvantages,opportunities and threats of retail business of Changsha Bank by using SWOT model.According to Changsha Bank resources,capacity and problems,under the guidance of the strategic goal,this paper finds out that the location of Changsha bank retail customers is high-end customers,and it puts forward the differentiation strategy,to achieve competitive differentiation from the brand,product,marketing,channels,services in six areas.Finally,this paper carries out the implementation of the differentiatio n strategy from four aspects of talent construction,management mechanism,and risk control and enterprise culture construction.This paper is based on the marketing theory and the real situation of the retail business of Changsha Bank.It is hoped that this research can play a guiding role in the development of the Changsha Bank retail business,bring some reference to the development of other enterprises in the same industry,and play the role of the guidelines for the next research.