| In recent years,under the big trend of mobile Internet,the financial industry has also changed sharply: the bad rate of public business has increased greatly,the capital fund is increasingly nervous,and banks have been looking for a new source of profit growth.So,the development of low capital consumption and low-risk retail business has become the preferred strategy for banks.Ningbo Branch of SPD Bank has not paid enough attention to the retail business due to its conservative concept of operation,so it does not really consider the customer demand,and the market orientation is not very accurate.These problems greatly restrict the smooth development of the retail business of SPD Bank Ningbo Branch,so how to carry out the retail transformation has been the urgent priority of the Ningbo Branch of the SPD Bank.In view of the above background,the author first summarizes the domestic and foreign scholars on how to transform the banking retail business,and then introduces the concepts and research theories related to the banking retail business.This paper analyzes the current financial environment and policies that have an impact on retail business.Through the combination of business practice,this paper summarizes the successful experience of Wells Fargo Bank and China Merchants Bank in the development of retail business,and finds out that the gap between Ningbo Branch of Pudong Development Bank and excellent banks in retail business lies in the cognitive difference in orientation.That is,the core of retail business should be "customer-oriented",rather than the current "product-oriented" model of Ningbo Branch of Pudong Development Bank.Only by truly implementing "customer-centered" can we maintain our survival and development in the banking competition,and we can better adapt to the market environment and continuously enhance our competitiveness.After expounding the retail business of Ningbo Branch of Pudong Development Bank,the advantages,disadvantages,opportunities and threats of the development of retail business of Ningbo Branch of Pudong Development Bank are analyzed in detail with the help of SWOT method.Based on the SWOT matrix analysis table,it is concluded that the Ningbo Branch of Pudong Development Bank should accurately master the overall development strategy from its own actual situation,and better meet the specific needs of customers from the advanced technical means.Through the transformation of more perfect business management,improve the intensity of financial innovation,enhance the competitiveness,promote the retail business better and faster transformation and upgrading;Make effective use of the bankundefineds high-quality customer group,strengthen cross-marketing in business,at the same time,from the post function,the use of redesign to make more clear the specific division of responsibilities of financial management managers,lobby managers and other staff and workers;Promote marketers to have a more sound business responsibilities,based on a comprehensive understanding of customers,so as to develop a more targeted financial services program,a better understanding of their risk preferences.Based on this,this paper designs the transformation scheme of retail business of Ningbo Branch of Pudong Development Bank,that is,the transformation of retail team,the transformation of customer management,the transformation of marketing strategy,the transformation of business management and the transformation of network decoration layout.The retail business transformation of banks can not be completed in the short term,it is a long-term project,involving a number of areas,the completion of retail business transformation will promote the rapid development of banking retail business,bank performance will also be greatly improved.I hope that based on this study,it can help other banks to better implement the transformation of retail business,and provide a useful reference for the development of other banks undefined retail business. |
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