Research On The Strategic Transformation Of Retail Business Of ICBC DY Branch Under The Background Of Internet

In recent years,China's economic and social development has rapidly entered the Internet era,mobile payment,cloud computing,artificial intelligence and other new technologies are gradually changing the financial service mode,and the Internet financial industry is growing.In order to survive in the fierce market competition,traditional commercial banks must actively participate in the tide of Internet finance,especially for the retail business,which is one of the most traditional business of commercial banks.As the saying goes,"the retail business wins the world",driven by the interest marketization,Internet finance and big data analysis,The development of retail business has become the primary goal of strategic transformation of each bank.Although the retail business of ICBC occupies an important part of the retail banking market because of its huge number of traditional network outlets,large customer stock and comprehensive product series.However,in the context of the Internet,the rapidly changing market environment and constantly improving customer experience require it to continue to make institutional innovation and change.Paper by ICBC DY branch as the research object,first put forward the research background and research significance,then introduces the strategic transformation theory and the SWOT analysis,the theoretical tools such as PESTEL,through to the ICBC of retail business transformation of DY branch of the external environment and internal environment analysis,this paper expounds the strategic transformation of ICBC DY branch of necessity and urgency.Combined with the current development status and shortcomings of the retail business ICBC DY branch,it shows that the traditional business model is no longer suitable for the development of the retail business,and ICBC DY branch must accelerate the reform of the retail business,improve the market share and customer satisfaction,and promote better development in the future.The SWOT analysis method is used to comprehensively analyze the advantages,disadvantages,opportunities and threats of ICBC DY branch,finally determine the strategic choice of ICBC DY branch,and put forward practical strategies to accelerate the implementation of "big retail" and promote the transformation to smart retail.Finally,the smart retail transformation of ICBC DY branch was promoted by changing the organizational structure of retail business,elaborating the establishment of business layer strategy,elaborating the establishment of functional layer strategy,carrying out necessary strategy implementation control,and strengthening risk management control,so as to ultimately improve the overall operating efficiency and development level of ICBC DY branch.In this paper,the related research and industrial and commercial bank of retail practice of DY branch,especially for is in the midst of the retail transformation stage of commercial bank provides a very good case,the study is expected to ICBC DY branch of the retail business development brings some practical reference value,and the other domestic retail business of commercial bank development reference.