Research On Retail Business Transformation Strategy Of China Merchants Bank

With the reform of China’s economy,the competition between traditional financial institutions and new financial institutions is becoming increasingly prominent,and the retail business of China Merchants Bank,as the leading representative of traditional financial institutions,is constantly being overtaken.The retail business of China Merchants Bank must accelerate the transformation and upgrading if it wants to get a place in the current financial environment.With the catch-up development of the retail business of traditional commercial banks in recent years,it is imperative that the retail business of China Merchants Bank be transformed rapidly in the face of the competition of the same industry.Based on the China merchants bank as the research object,through the PEST,five model and SWOT analysis method to the China merchants bank retail business in the face of the external environment and internal environment analysis,makes the China merchants bank,the Internet can be found genes to develop the retail customers to the future development trend,speed up the development of large wealth management has a broad market prospect.But when implement the strategy of growth,China merchants bank is still in the face of the Internet for the guest,transformation problems such as difficult,Internet financial talent shortage,China merchants bank in the retail business transformation targets at the same time,facing the weaknesses and threats,China merchants bank need to continue to improve,through continuous optimization development strategy goal and enforcement,calm in the face of various challenges and risks.Then it puts forward the choice and target of the retail business transformation strategy of China Merchants Bank,and explains the overall development strategy of the retail business of China Merchants Bank: "light bank" strategy,"one body and two wings" strategy,explore the 3.0 mode of the digital era,and create a large wealth management value cycle chain.Finally,the specific implementation steps of relevant strategies are proposed: to build an open and inclusive strategic platform for wealth management externally,to accelerate the improvement of digital transformation to build a fintech bank internally,and to build a light enterprise culture to better reduce the burden and empower employees.It is hoped that this study can further improve the market share of retail business of China Merchants Bank and provide some reference for the development of retail business of the same trade banks.