Research On Digital Transformation Strategy Of Retail Business Of DZ Branch Of CCB

Based on the digital society’s big background,the commercial Banks face the huge transformation requirements,commercial Banks on the quantity of customer service in the retail business,online business in the accuracy of customer information processing and service choice,all needs the support of digital transformation as a whole strategy to promote,digital transformation strategy is a modern banking competition winning strategy,It is of great significance to the development of banking industry.Taking China Construction Bank DZ Branch as an example to study the digital transformation,on the one hand,it can provide development ideas to improve the digital transformation ability of state-owned commercial banks’ retail business,and enhance the digital transformation ability of state-owned commercial banks’ retail business;On the one hand,a digital transformation for retail business,construction bank,DZ branch is focused on the long tail,pratt&Whitney customer service ability,for the construction bank retail business of digital transformation of DZ branch focus on customer management,promote comprehensive service ability,analyses the construction bank retail business problems existing in the digital transformation of DZ branch,etc.The research ideas,contents and methods of this paper are clarified,and the innovations are proposed.Based on the retail business and digital transformation of the relevant theories,and reference to the domestic and foreign literature as the basis of this study.Secondly,carry out SWOT analysis on the macro environment of finance,social culture and retail business development trend of DZ Branch of CCB.Design and carry out questionnaire survey and analysis,and find that there are problems such as lack of systematic data management system of retail business digitization,insufficient analysis and mining ability of existing customer data,insufficient countermeasures of financial disintermediation and technical disintermediation,lack of precision of customer marketing,contradiction between customer demand for fine management and extensive business model,etc.The reasons mainly lie in the lack of data-based technical support for business development,insufficient customer information data processing and management capabilities,backward innovation of internet-based emerging technologies,single product functions and lack of personalized service experience,etc.Thirdly,the paper puts forward the digital transformation strategy of retail business from four aspects:first,the implementation of big data organizational framework;Second,the establishment of digital customer relationship management system;Third,build big data and third-party platforms;Fourth,realize intelligent network service.Finally,the conclusion and prospects.Based on the background of digital technology development,this paper takes the digital transformation strategy of retail business of China Construction Bank DZ Branch as the research target.The innovation of this paper is reflected in the fact that DZ Branch of China Construction Bank is typical as a case,and the experience of retail business transformation is put forward on the basis of case study,which has reference value for the transformation and development of commercial bank business.The deficiency of this paper is that because of the typical case of CCB DZ Branch,it lacks universality to provide reference for the development of China’s commercial banks.