Research On Transformation Strategy Of RZ City Commercial Bank's Retail Business

After 2014,China's economic development has entered a new normal.Under the influence of " Three major trends ",the real economy has slowed down,and the quality of bank assets is facing a severe test.At the same time,with the process of interest rate marketization accelerating,internet giants having been involved in financial services and financial disintermediation becoming more evident,the pressure of bank competition is experiencing an increasing imperative.In the past,commercial banks mainly used wholesale business and deposit-loan spreads as the main source of operation,but now it is difficult to continue by the accumulated risks and narrowed spreads.Therefore,accelerating the transformation and upgrading of retail banking has become a top priority for domestic commercial banks to seek new development.In order to solve the practical problems in the development of retail banking business of city commercial banks,this paper takes RZ city businessmen as an example to carry out this research.At the theoretical level,this paper use the theory of brand innovation,customer relationship management,risk management and others to analyze the development of retail business transformation and summarize status and problems,contributing to clarify the weakness of development and transformation.At the practical level,the relevant theories are applied to explore the development strategy and transformation details of retail business in the future,and feasible suggestions are put forward.The transformation of retail business for RZ City Commercial Bank is a systematic project with wide coverage and high practical requirements.From the perspective of a banker,by using the successful experience of domestic and international commercial banks,this paper have collected and collated a large number of real materials and practical problems existing in the process of retail business transformation to study by case analysis.This paper discusses the development of retail business in terms of household management,brand building,product innovation and benefit creation,and finally comes to the direction of retail business transformation of RZ City Commercial Bank.Theory guides practice,practice tests theory.Then strategic opinions coincide with the transformation of retail business of RZ City Commercial Bank is formed,hoping to provide reference for City Commercial Banks.