Retail Business Development Research Of H Branch Of Agricultural Bank Of China

Retail banking have been developing for more than 100 years.Among the business of commercial banks in developed countries,retail banking business plays an increasingly large role and the profits of retail banking business have become one of the main sources of revenue for many banks.In contrast,the retail banking business in China is still nascent and a significant gap lies in between the retail banking business of China and that of the developed countries.In addition,the prospect and profits brought by retail banking have become highly coveted,hence the endlessly emerging internet financial products such as AliPay,Wechat Payment,Baidu Wallet,JD.com,etc.and the intensified competition in the industry.Commodity trading and inter-bank business are two core businesses for China Agricultural bank's H branch and profit goals at this branch can be achieved,depending solely on them.Thus,retail banking has long been neglected by the management.Furthermore,individual employee lack the motivation to push for retail banking sales while engrossed by sharing dividends brought by the core business.These factors have led the retail banking business to irrelevance.However,as the economy slows down,regulators have taken increasingly strict oversight and scrutiny towards the industry,the core business of H branch has stagnated.Therefore,a single business is not sufficient to support the development of H branch.The defect of the existing business model of the branch being exposed,profits declined and employee wage is lowered.An urgent conundrum to be solved is how to transform the business model and develop the retail banking business to improve the overall performance of the branch.This paper is divided into six chapters.firstly,the paper introduces the domestic and foreign advanced interbank and non-bank peers,and summarizes lessons learned based on experience of Barclays,China Construction bank and Paypal;Then SWOT is applied to analyze the development status quo and issues encountered by H branch;Finally based on the analysis and the lessons learned from maturely developed banking businesses,a business development strategy is put forward for five aspects: market positioning,product innovation,private banking clients,Internet financial products and customer relationship management;Chapter six concludes and offers a research perspective.Facing increasingly fierce competition and diversified customer demand,the banking business has been transferred from the original “seller's market” to “buyer's market”,and it is difficult for the traditional marketing approach to adapt to the ever changing markets and to meet the diversified demands.To achieve a win-win situation with customers while developing its business,the H branch should keep up with the pace of the changing market,take advantage of its strengths and develop a targeted strategy.