Study On Digital Operation Strategy Of Retail Business Of YZ Branch Of ICBC

In recent years,with the rapid development of the digital economy,various industries have ushered in a new era of digital industry..In 2022,China’s digital economy reached 45.5 trillion yuan,up 16.2 percent year on year,In the international countries,the place is in the second place.It has become a new engine of economic growth,accounting for 45 percent of GDP,and playing a more prominent role in the national economy.After the "big retail,strong personal finance" has entered the popular development stage,retail business has occupied a very crucial position in the field of financial market development.Compared to ordinary enterprises,the retail business of commercial banks has a large customer base and relatively concentrated demand,Ensure that it can apply the digital operation mode.After the formation of the Internet business model,the development of traditional commercial banking business has been greatly impacted.Objective factors have significantly changed customer business needs,especially after changes in consumer behavior,The marketing methods used in the past are not compatible with people’s real needs,and customers have put forward higher requirements for the digital and intelligent development of commercial banks,which has also continuously promoted the development of digital operations of commercial banks.This article takes the digital operation of retail business of ICBC YZ Branch as the research object.,and analyzes the digital operation status of its retail business.Firstly,it introduces the research background,research content,research methods,research value,and the digital operation status of domestic and foreign commercial banks’ retail business,and then expounds the relevant concepts and theories.Secondly,it introduces various explorations made by Industrial and Commercial Bank of China(ICBC)YZ Branch in the field of digital operations,including the degree of digitalization of the technological retail business of the operating system,the process of online and offline integration,the continuous improvement of intelligent risk control systems,deepening of technological governance and management reform,and the upgrade of mobile app services.It also analyzes the existing problems,mainly including lack of customer marketing accuracy,inadequate communication of business concepts Marketing has not formed a service synergy,and digital operation capabilities are insufficient.Digital financial technology is used to add new momentum to retail business development and strengthen the operation strategy of building a comprehensive digital talent team,and corresponding safeguard measures are proposed..Through analysis and research,it is concluded that the digital operation of the retail business of ICBC YZ Branch has indeed brought a certain positive effect to it,but efforts need to be made in various aspects such as digital customer information management system,intensive business management model,digital financial technology,and talent team construction to further improve the subsequent development level.I hope this article can help improve the efficiency of ICBC’s operation and management,and also hope to provide some reference for the digital development of China’s commercial banks’ retail business through the research on the digital operation of ICBC’s YZ branch retail business.