Research On Competitive Strategy Of Retail Business Of LS Bank

Driven by the diversified development of the global economy and the continuous progress of science and technology,the service group,coverage and growth rate of retail business of commercial banks have shown an unprecedented upward trend.The business thinking of the banking industry has fundamentally changed.Retail transformation is the general trend:first,retail business is relatively stable,there are many and scattered service objects,sporadic transactions and small amounts,Low liquidity risk.Second,the development of retail business is in line with the current development trend of China’s economy.In the post epidemic era,under the new development pattern of "taking the domestic cycle as the main body and the domestic and international double cycles promote each other",the economy has recovered stably,providing a broader fertile land for the development of retail business.Third,with the rapid development of Internet finance,the expansion speed of e-banking and mobile payment has been promoted,the middle office capacity of retail banks has been strengthened,and the profits have achieved large-scale growth.Therefore,the research on the competitive strategy of retail business of commercial banks must be put on the agenda to achieve the purpose of differentiated transformation and better adapt to the development needs of the current financial environment.This thesis takes LS bank as the research object,follows the idea of "document review and theoretical analysis-internal and external environment analysis-strategy formulation and selection-strategy implementation and guarantee",and uses the methods of literature research and quantitative analysis to explore the competitive strategy of its retail business.Combined with enterprise strategy theory and bank management experience,through the comprehensive use of a variety of strategic management analysis tools,this thesis analyzes the internal and external environment of LS bank,so as to find the external opportunities and challenges faced by LS bank in the process of retail business development,as well as its own advantages and disadvantages,analyze the feasibility of three basic competitive strategies,and further refine the "differentiated" business competitive strategy proposed by LS bank,That is to form the business competition strategy content of differentiated small,medium and micro retail business,online retail business and wealth management retail.At the same time,we will implement measures for service differentiation,product differentiation,channel differentiation and promotion differentiation,solve the problems that there are no products,channels,customers,innovative ideas,scientific and technological support,and build safeguard measures for its strategic implementation,so as to promote the development of its retail business and improve the operation and management level of LS bank’s retail business,At the same time,it provides a model for the development of retail business after the merger of other small and medium-sized banks and even the whole urban commercial banks in Shandong Province.Small and medium-sized banks represented by LS bank must complete the transformation of retail business as soon as possible,grasp the big industry trend and policy trend,focus on the retail business direction that can highlight their own characteristics,and develop differentiated retail business competition strategy to show their position in the market competition and promote banks to become bigger and stronger.The analysis of LS bank’s retail business competitive strategy environment,type selection,direction grasp,implementation measures and guarantee support is systematic.Its competitive strategy formulation and implementation plan provides some ideas for domestic local small and medium-sized commercial banks to select and promote the development of retail business.It is expected to take this research as an opportunity to help domestic small and medium-sized local banks,including LS bank,move towards high-quality development A new journey of scientific competition.