The Research Of Transformation For Retail Business In JN City Commercial Bank

As an important and special part of Chinese banking system,city commercial banks,development course has crossed the twenty years.By the end of June 2015,the total assets of 134 city commercial banks reached 20.25 trillion yuan,accounted for the proportion of the total assets of China's banking financial institutions was 11%.Among them,the development of the retail banking business of the city commercial bank presents a gratifying situation.However,after financial crisis,external business environment of the city commercial bank has taken place a great change,as the competition of domestic banking industry is becoming more and more fierce and foreign banks are entering into China;on the other hand,with the rapid development of the domestic economy,the residents living,consumption,investment demand gradually enlarged,the requirements of the financial products and financial services are increasingly high.But due to historical reasons,the concept,understanding,mechanism,system and many other constraints,the product,management,service and other aspects of the retail business of city commercial banks have some problems wihce have seriously hindered the healthy development of city commercial banks.The retail business transformation is imminent.Many city commercial banks have the retail business as a strategic transformation direction.Therefore,it is of great significance to study the transformation of retail business of city commercial banks.First,this paper defines the concept of retail banking business and retail banking business from the perspective of normative research,and summarizes the basic theory of retail business development of city commercial banks from three aspects: innovation theory,core competition theory and risk theory.Then,starting with the evolution and background of JN bank,this paper presents the current situation of JN bank's transformation,and analyzes the current situation of it;the same time,from domestic and foreign two points of view,select a representative domestic and foreign retail transformation success Bank,such as the United States Citibank,the United Kingdom Lloyds Bank,the domestic construction banks,China Merchants Bank,through the analysis of domestic and international banking retail business transformation experience,get inspiration;Finally,based on the previous analysis and drawing lessons from domestic and international experience,from four aspects of the development model,Business strategy,risk control,resource allocation and requirements,combined with China's city commercial banks in the current development of the actual situation,targeted for the JN Bank retail business transformation and development of a comprehensive transformation planning and recommendations,including a full set of the product portfolio innovation strategy.This paper takes JN bank case as a research perspective to analyze the background conditions and difficulties of JN Bank's retail business transformation.And then puts forward a targeted,more operational and effective retail business transformation strategy for JN Bank as well as provide references for further enhancing the competitiveness of city commercial banks and maintaining their sustained and healthy development.