Research On Optimization Strategy Of Community Financial Services Of Ping An Bank J Branch Under The Background Of Retail Transformation

Under the background of internet finance and retail transformation,how to explore the real financial service needs of community residents and better deepen and sink the community to optimize services to expand customers and improve efficiency,is a topic that commercial banks must face and study.In recent years,Ping An Bank has put forward the retail transformation goal of "becoming an excellent and globally leading intelligent retail bank in China",and put forward strategic measures for the new three years of retail business.By creating three business cards of "digital bank,ecological bank and platform bank",Ping An Bank has continuously optimized community financial services and strived to be the financial and life steward of community residents.As the tier-one branch of the key provincial capital city of Ping An Bank,J Branch actively implemented the strategy of the head office to build a"three-kilometer community financial life circle",and constantly made efforts to explore relevant strategies to improve the level of J Branch’s community financial services.On the basis of reading and studying the domestic and foreign literature,this paper uses the questionnaire method to ask community customers to evaluate the four main types of community financial services of Ping An Bank J Branch.According to the evaluation feedback information of the questionnaire,the four main types of community financial services have their own low dimension scores,for example,there are still deficiencies to be optimized in business handling process,staff service skills,financial scenario construction,service product innovation and other aspects.Then this paper uses the open interview method to interview the community financial service business management personnel of Ping An Bank J Branch,the grass-roots employees of the branch and the community customers,to explore the causes of the problems in the community financial service at this stage,and to propose a series of targeted service improvement measures for each type of community service.In the basic retail services,this paper puts forward strategies of strengthening the hardware construction of bank outlets,improving the degree of digital service,optimizing the service process,and improving the quality of staff service encounter;in the consumer loan services,puts forward strategies of strengthening department cooperation,strengthening the construction of consumer finance scenario-based,innovating product design concepts and adhering to regulatory policies and internal systems;in the wealth management services,puts forward strategies of improving staff service skills,doing a good job of service recovery,improving digital products and service processes and strengthening product research and design;and in the community broader financial services,puts forward the strategy of doing a good job in community customer relationship maintenance,strengthening the scene ecological construction,carrying out service innovation,improving customer participation,and increasing the application of information technology.In order to ensure the smooth implementation of the corresponding improvement measures,the guarantee measures are given from the aspects of management system and organizational structure,product development and information technology,human resources and assessment incentives,risk prevention and control and external relations.With the help of the existing research results,this paper further summarizes and expands the development of the community financial services of J Branch of Ping An Bank,and analyzes and expounds the optimization of the community financial services of J Branch by combining the theory with the current situation of the bank.The research results of this paper have a certain degree of inspiration and practical significance for the improvement of J Branch’s community financial services,which is helpful to provide better theoretical support and example reference for commercial banks’ retail transformation,optimization of community services,increase of customer acquisition,and improvement of efficiency.The research results can enrich the theoretical countermeasures for the financial industry,especially the banking industry,to sink the community to improve service and expand customers,and make a useful supplement to the theoretical research on the banking retail transformation and the construction and improvement of China’s community financial service system.However,this paper only takes the author’s company as the research object,so the limitations of the diagnosis and improvement measures on service problems are unavoidable.I hope that further in-depth research can be carried out in the future.