Study On The Development Of Retail Business Strategy In ZSRC

As China's economy changes from high-speed growth to medium-to-high-speed growth,the gradual advancement of interest rate marketization has caused commercial banks to transition from a period of earning higher profits from deposits and loans to narrower spreads,and to constantly seek new profit growth.The period of the point.As a banking-based retail business,it has become a strategic choice for banks to improve their profit structure and transform their development mode because of their strong anti-cyclical,high-income growth and risk dispersion.As a regional small and medium-sized bank,ZSRC has a small asset scale and loses to the four major state-owned banks in terms of competition among major customers.Due to its natural agricultural property,serving the rural areas and serving the local government has become an inevitable choice.ZSRC has always been serving small and medium-sized enterprises,serving urban and rural residents,and becoming the bank of Zhongshan people's door as its own development orientation.Retail banking business will inevitably become the focus of the bank's future development.At present,the international and domestic environment is in a period of turbulent change.The internal and external environment faced by ZSRC is more complicated.How to sort out the advantages and disadvantages of competition in the complex situation,analyze the opportunities and challenges faced,and choose the development suitable for itself.The retail business path is crucial for the future development of ZSRC.This paper introduces the development of retail business of China Commercial Bank and ZSRC.At the same time,it analyzes the development status of ZSRC in retail business in detail,and points out that the bank has an unreasonable organizational structure in the development of retail business.Under the guidance of competitive advantage theory,strategic model theory and industrial organization theory,under the guidance of competitive advantage theory,strategic model theory and industrial organization theory,the decision-making advantages and geographical advantages faced by the bank in the development of retail business are not fully released,the ability of retail marketing is insufficient,and various supporting facilities are not in place.The advantages of customer resources,the advantages of outlets,the advantages of employees,and the aging of individual customers,the poor performance of the company's business linkages,and the inferiority of products and services have been analyzed one by one.At the same time,the policy trends faced by ZSRC have been deeply analyzed.The opportunities and challenges of Dawan District's national positioning,Internet technology impact,financial reform,and serious industry competition.Using SWOT matrix analysis method,four different strategic plans have been formed.According to the actual development of the bank's current retail banking business,it is concluded that the bank should adopt a differentiated competition strategy and point out that the three aspects of products,services and channels will be The strategic focus of the bank's future differentiated competition.Finally,this paper puts forward clear implementation measures from the aspects of product innovation and channel construction,and draws three conclusions.First,ZSRC takes retail business as its strategic focus as its inevitable choice;second,differentiated competition The strategic choice can continuously strengthen the advantages of ZSRC in the network channel,personnel and geographical relationship,while avoiding the corresponding weaknesses;the third is the grid network management to maximize the current advantages of ZSRC,and also for the future The business development paved the way.Through the above analysis,I hope to provide meaningful reference for the development of ZSRC's retail banking business.