Research On The Development Of Retail Business Of KL Branch Of Agricultural Bank Of China

Under the background of the current interest rate market,financial disintermediation and the rapid development of Internet finance,the retail business of commercial banks has an important market position and broad prospects for development.Through the investigation of the KL branch of the Agricultural Bank of China,this paper summarizes the advantages and disadvantages of the bank’s retail business development.Through the in-depth analysis of the bank’s accounts,such as deposit,loan,customer structure,VIP customer size subdivision,product coverage,income and profit and other related reports,the paper points out that the Bank of Agricultural Bank of China’s KL branches are faced with several problems in the development of retail business.The main performance is: the customer base is not true,the structure needs to be optimized urgently;the marketing management is not in place,the product coverage is low;the business development center of gravity is not reasonable,the income source is single;the channel construction can not adapt to the needs of the future development,the channel integration and optimization pressure is great;the node output is low,the network network transformation and upgrade Imminent 。Using the PEST analysis model,this paper analyzes the macro political,economic,social and technical environment facing the development of the retail business.Using Potter’s five force competition model,this paper analyzes the industry competition environment that the bank faces.Through the full potential of the internal resources,it seeks the strategy of promoting the development of the retail business: strengthening the customer construction.We should strengthen the marketing of products and strengthen the construction of channels.At the same time,it is pointed out that the deepening of network transformation is an important guarantee for a series of promotion strategies.This paper points out that the implementation of network transformation is directly related to the long-term steady and sustainable development of the KL branch retail business from several main aspects of human resource security,network environment protection,assessment and incentive guarantee and organizational guarantee.