The Research Of The Development Of The Transformation Of Retail Business Of A Commercial Bank

With the promotion of interest rate marketization and intensified competition in banking industry,retail business of commercial banks has gained widespread attention.In recent years,the retail business has developed rapidly in our country.The commercial banks,represented by China Merchants Bank and China Construction Bank,have carried out the transformation and achieved good results.A Commercial Bank is a commercial bank of a city.Its retail business is characterized by small business scale,few products and weak competitive power.In the case of the promotion of interest rate marketization,the increase of non-performing loan rate and the intensification of intra industry competition,the transformation of retail business is necessary.This paper studies the domestic and foreign research status about the transformation of retail business through the literature research method.Through the case analysis,this paper analyzes the retail business transformation experience of American Citibank and China Merchants Bank,and summarizes two very important experiences: the retail business should be oriented by customer needs;the difference strategy in business stratagem and the Innovation strategy by Schumpeter can be adopted in the process of transformation.Then it mainly studies 3 aspects: the status and problems of the retail business development of A Commercial Bank,the necessity of its retail business transformation,the design and implementation of the retail business transformation scheme.In order to enhance competitiveness and earn excess profits,combined with the actual situation of A Commercial Bank and the experience of domestic and foreign commercial banks' retail business transformation experience,the specific content of the A Commercial Bank's retail business transformation scheme is divided into three steps: to determine the customer target,to identify the customer needs,to improve the competitiveness to meet the customer's needs.The program is implemented through the establishment of teams,the establishment of monitoring and feedback mechanisms,and measures to improve risk management mechanisms,improve performance evaluation mechanisms,and increase investment.Finally,the implementation of the scheme is introduced.