Research On Competitive Strategy Of Retail Business Of GF Bank Xi'an Branch

With the development of the society,the prosperity of economy and the accelerating of the globalization process,per capita disposable wealth increased.People with higher income,their notions of "financial management" also changed dramatically.In the face of this development trend,constantly adjust the structure of commercial Banks in our country and the development direction,retail banking has become an important tool to strengthen customer relationship.GF Bank is one of the first joint-stock commercial banks set up in China.It established a branch in Xi'an in 2004.Starting from retail business,the branch adheres to the service concept of "service comes from sincerity".As of 30 June 2017,the balance of retail comprehensive financial assets reached 24.454 billion Yuan,and the balance of retail loans reached 10.701 billion Yuan.At the same time,There are some problems in the retail business of Xi'an Branch of GF Bank,such as the homogeneity leading to the decline of competitiveness,the few types of retail business products,the serious loss of VIP customers,and the instability of key interbank business personnel.Based on SWOT analysis and the basic concepts of retail business,this paper systematically analyses the characteristics of commercial banks and their retail businesses in China,and comprehensively analyses the strengths,weaknesses,external strengths and external weaknesses of Xi'an Branch of GF Bank.Specifically speaking,the retail business of GF bank Xi'an Branch has product advantages and network advantages,but also exposes the disadvantages of homogeneity leading to the decline of competitiveness,fewer types of retail business products,serious loss of VIP customers,instability of key business personnel between banks,and many development opportunities such as globalization promoting retail business to go on the road of international operation,which also faces the shortage Lack of support from relevant financial laws and other difficult challenges.On the basis of the above work,the paper puts forward a more detailed retail business competition strategy of GF bank Xi'an Branch.First,we should focus on customer service,build diversified retail business channels,and constantly optimize sales methods.Second,we should develop retail business products suitable for rural customers,develop online banking exclusive retail business products,and increase the added value of retail business products.In order to ensure the smooth implementation of the strategy,this paper puts forward four guarantee measures,namely,organizational management guarantee,material basis guarantee,human resource guarantee and technical support guarantee,including actively promoting the reform of the business division system,increasing the investment in financial resources of retail business,increasing the strength of team construction,strengthening the background it construction.This article indicates the developing direction of retail banking business in GF bank xi' an branch.Through the research to develop a suitable strategy about the development of the retail business,it also can provide reference for commercial banks and their respective retail businesses.