Research On The Development Strategy Of The Retail Business Of China Construction Bank S Branch

At present,retail business has become one of the pillar businesses of domestic commercial banks,represented by its high operation revenue and profit rate as well as its state of increasing growth.In order to occupy the retail market,domestic commercial banks have successively proposed the objective of creating retail banks.However,limited by traditional management idea and various external factors,various commercial banks still lack of systematic and long-term planning on the retail business.This paper holds that CCB has e-payment technology advantage,long-tail advantage of internet users and scale economy,which can reduce the cost of user cultivation,increase customer loyalty and finally realize sustainable income through establishing financial platform.However,with the increasing maturity of internet technology,the third party payment institutions such as Alipay of Alibaba and WeChat of Tencent have grasp most of the market shares firmly,and under the background of supply side reform in China,domestic commercial banks have successively completed transformation to develop internet finance,e-payment and merchant business largely,which causes fiercer competition.In addition,they are also restricted in business development to some extent in face of the policy environment of increasing supervision in recent years.Based on this background,this paper selects branch of CCB in S province as the research object and combines with related data to introduce its current development situation of retail business from aspects of organizational architecture,channel building,customer scale and business development,point out the problems existed in the current development strategy,mainly involving product homogeneity,insufficient comprehensive marketing service for customers,neglect of channel integration and expansion and risk management insufficiency,and summarize the corresponding reasons thus to lay a foundation to the following development strategy.Besides,this paper adopts SWOT analysis method to conduct comprehensive analysis on the internal and internal advantages,external opportunities and channels of Branch of CCB in S province in the retail business development.It can be seen from analysis that the branch of CCB in S province has experienced a long-time development and accumulated certain advantages in brand and scale but still face insufficiency in product,customer and channel.This paper proposes the development measures on market expansion and development,combination of customer cluster and individuation,product innovation ability enhancement,multi-channel value creation and talent cultivation strengthening,and points out specific realization method to start from specific practice,realize optimal development of retail business and achieve the objective of long-term development.