Research On Digital Transformation And Development Strategy Of Personal Financial Business Of Y Community Bank Branch

In 2022,the continuous spread of the global COVID-19 epidemic has accelerated the process of digitalization,the economy and society have opened a "whole process,zero contact" development model,and online marketing in the banking industry has also become the main mode of operation.With the intensification of the digital transformation of the financial industry,the pressure on China’s banking industry is increasing day by day,the reform of interest rate marketization has gradually narrowed the interest rate gap space on which banks rely for survival,coupled with the serious homogenization of financial products,the banking industry has encountered an unprecedented bottleneck period.With the development trend of China’s community banks first growing significantly and then reducing a small amount,in order to comply with the "14th Five-Year Plan" period and develop the digital economy,community banks need to comprehensively improve the level of digital intelligence,and the digital transformation of personal financial business is imminent.This paper uses the example of Y community support to study the development strategy of digital transformation of personal finance business.This paper extracts the data of Y community branch in the past three years and the data of other community branches in the past year,uses quantitative and qualitative analysis to deeply study the digital transformation and development status of personal financial business of Y community branch from three aspects: product,marketing and risk control,and combines the interview method to put forward the problems existing in the Y community branch at this stage.Using the PEST analysis method and the advanced SWOT analysis method to analyze the internal and external environment,it is concluded that the Y community branch should adopt the SO strategy of giving full play to its advantages and taking advantage of opportunities,and combine the existing problems at this stage,under the principle of improving performance,improving service level and enhancing risk prevention ability,design specific development strategies from four aspects of product,marketing,risk control and customers,and put forward targeted safeguard measures.This paper analyzes the development of personal financial business of community branches in the context of digital transformation,which is conducive to the implementation of digital transformation work in a deeper and broader direction,and provides case support for the initial stage of the development of community banks in China.