Research On The Retail Business Development Strategy Of The AK Branch Of Industrial And Commercial Bank Of China In The Context Of Internet Finance

With the mushroom growth of internet finance and the seriously financial competition at home and abroad,The retail banking business has been a key area for measuring whether commercial bank can be the champion in the face of a changing market and be the determining factor that keeps competitive edge.So,the commercial bank has also been changing to the personal financial market,which leads to serious competition in personal financial market.The commercial bank must transform to retail banking business if they want to keep the situation of healthy,sustainable,efficient operation and development.This paper focuses on the study of retail banking business in the background of internet finance,Using the method of literature to analyze the internet finance and the related theory researches of retail banking business,Based on summarizing the situation of internet finance and retail banking business of ICBC and impact efforts on internet finance,Drawing a conclusion that the retail banking business of ICBC must be transformed.According to analyze the situation of transformation of retail banking business,the internal advantages and disadvantages,external opportunities and shocks of the development of the retail banking business of ICBC,from three aspects: customer management,products management and channel management,concluded the transformation path: using internet convergence to achieve segmenting markets,differentiated services,product diversification,optimization services for customers and realize the transformation of retail banking business.The retail banking business of ICBC has the developing fundamentals and a few distinct disadvantages.The strategies from this paper are conductive to the transforming development of the detail banking business of ICBC,use the advantages to make up weakness,grasp the opportunities,meet the challenges,provide lasting competitive advantages for ICBC at home and abroad and realize the persistently healthy development.