The Research Of Transformation Of Retail Banking Of Tianjin Binhai Rural Commercial Bank

In recent years,the economy of China is still growing at a medium-to-high speed.The living level of residents has been greatly improved;and the wealth of residents has increased significantly.The residents' demand of wealth management and financial investment is increasing,which provides a broad space and prospects for the development and transformation of retail business of banks in China.At the same time,according to the experience of the development of international advanced banks,the development of retail banking business is also one of the indispensable factors for a bank to operate permanently,healthily and steadily.On the other hand,depending on the development of China's banking industry,Retail banking is also an inevitable choice for transformation and adjustment.The introduction of the New Basel Accord and the implementation of the New deal in China have had a more stringent capital supervision on banks and have had a profound impact on the operation and management of banks.The development model of Chinese banks relying on simple scale growth and credit delivery to obtain benefits is no longer sustainable,transformation and deepening management have become an inevitable way;retail banking business will become a competitive place for domestic commercial banks.Therefore,doing a good job of retail banking has become an important step in the strategic transformation.On the basis of referring to a large number of materials and books on the development of retail banking business at home and abroad,the author analyzes the present situation of the development of retail banking business at home and abroad.This paper further analyzes the existing problems of the development of retail banking business of Tianjin Binhai Rural Commercial Bank and puts forward some measures for the bank to develop retail banking business.This paper holds that in the development of retail business,Tianjin Binhai Rural Commercial Bank should speed up product innovation and create rich product lines,attach importance to customer segmentation and customer relationship management,simplify business links and improve operational efficiency,strengthen channel coordination and improve customer service levels,enhance scientific and technological strength,cultivate high-quality retail business personnel,explore organizational transformation and innovation,improve risk management mechanisms,consolidate customer base and improve the brand awareness of retail banking.Finally,on the three aspects of retail banking product design,retail banking channel construction and retail banking customer service,this paper will put forward tailored and reasonable development and transformation strategies:innovative design for open financial products,building high-end business alliances,the establishment of a comprehensive financial services platform;it has certain practical significance and practical value for the future retail banking business development and even strategic transformation development of Tianjin Binhai Rural Commercial Bank.