Research On The Retail Business Development Strategy Of A Branch Of Agricultural Bank Of China

For a long time,the commercial bank of China have been relying on the deposit and loan model,from which they earn the difference to develop,but with the rapid development of China’s economy,more and more non-financial institutions from outside have entered,the interest rate marketization and the strict supervision policy influence,the Commercial Bank has to break a new path,seeks the new development pattern.At this time,the retail business of small risk customers is popular of some banks of China.Therefore,this thesis mainly puts forward A valuable program for the retail business of the grass-roots bank outlets,So,selecting A Sub-Branch of Agricultural Bank of China case,first of all,analyzes the status quo of retail business in the past three years,the existing main desposit products,loan products,wealth management products,etc,retail business channels and organizational structure.Through the questionnaire survey,it found the fllowing problems in the bank of retail business : Single customer group,weakening of external market expansion,insufficient staff business ability,insufficient understanding network on customer demand,and find out the reasons from the aspects of network post allocation,weak external market expansion,major service customers to define,too few household manager allocation,employee work mentality and so on.For the question,combined with the actual situation of the bank branches,propose specific strategies,for example,It is proposed the aging service strategy and female customer management services;In terms of expanding the market outside,set up outlets to optimize labor plans,strengthen the expansion of outlets and tap customer demand through online channels;In terms of improving employees’ business ability,first,face up to the problem of older employees,second,strengthen the business ability training of counter personnel,and third,build through the hall marketing atmosphere and various publicity methods,strengthen the marketing guidance and experience learning and exchange of tellers and lobby,so as to improve the marketing success rate of employees;In terms of customer demand management,create functional outlets of productsthe,online management of special personnel,special posts,special affairs and special offices is combined with the offline management of event invitation.Finally,two safeguard measures are put forward to help the retail business development of A Branch of Agricultural Bank of China.The innovation of this thesis to take the first-line network as the perspective,find the insufficient of the progress of retail busines,with the results of surveyput forward corresponding improvement strategies,which has strong practical significance.But for commercial banks,the development of retail business exploration is a long-term issue,however,the author’s perspective,vision and theoretical knowledge are limited,and the financial technology changes with each passing day,so the improvement and development strategies put forward still need to be improved.