Research On The Development Strategy Of GD Bank’s Retail Business In The Internet Finance Era

Since entering the 21 st century,the Internet has swept the world,and Internet finance has also been born.Nowadays,the Internet is changing the whole economy and society imperceptibly.Many Internet enterprises focus on the financial cake.From Yu ’ebao of Alipay,wallet of wechat Pay and JINGdong Finance,more and more Internet enterprises begin to divide the same cake.As a result,the traditional retail business of commercial banks has been greatly impacted.In today’s information society,facts show that only "people-oriented,customer-centered" can truly provide high-quality financial services and stabilize the foundation of commercial banks in the Internet era.Since the 18 th CPC National Congress,China’s economic strength has improved rapidly,the total domestic and international economic volume and trade volume have gradually increased,the living standard of the people has been rising,and the market economy is highly active.The growth of national economic strength also leads to the improvement of people’s income level,and the combination of Internet and economy opens a convenient door for trade,and large cross-border trade can be completed through online form,greatly reducing transaction costs.Internet finance has gradually become a new economic hot spot,but the traditional business of banks will encounter a huge impact under the background of Internet finance.As an important part of banking business,retail business needs to take corresponding measures to actively transform and innovate models to meet people’s financial needs in the Internet era in the increasingly informational digital era.Based on the Internet under the background of financial,this paper takes GD bank as the research object.Firstly,this paper defines the concepts of internet finance and bank retail business,and introduces customer relationship management theory,risk management theory and financial innovation theory,which are the theoretical basis for problem analysis and countermeasure formulation.At the same time,this paper reviews the development of Internet finance and bank retail business in China,and reveals the influence of Internet finance on bank retail business.Secondly,taking GD Bank as an example,this paper uses PEST analysis and SWOT analysis to understand the external and internal environment of its retail business in the era of Internet finance.In the meantime,this paper analyzes the present situation of GD Bank’s retail deposit business,loan business,intermediary business income and agency business in the era of Internet finance,and reveals the problems faced by GD Bank’s retail business in combination with its own development situation,and deeply analyzes the causes of the practical problems.Finally,this paper puts forward some countermeasures and suggestions for the development of GD Bank’s retail business in the era of Internet finance from the aspects of professional team building,innovative marketing model,increasing user activity,accelerating the transformation of outlets,conforming to the national strategic orientation and optimizing the guarantee of retail business development.