Research On Retail Business Management Strategy Of S Branch Of NH Bank In Jilin Province

The retail business of the bank includes the following contents: consumer credit,mobile banking,personal finance business,bank card business,etc.Relative to general wholesalers,this is a kind of financial products and services for individuals,families and small and medium-sized enterprises.At the same time,the retail business of the banking industry also has the characteristics of business diversification,stable profit,small capital occupation and so on.The requirements of customers have obvious characteristics such as diversification,which is very different from the operation mode of enterprises.Under the current development situation of the financial industry,commercial banks must connect with the needs of customers,innovate and combine retail products,provide all-round and high-quality services to customers,and build a sound customer relationship system with them,so as to better adapt to the realistic needs of various customer groups.Compared with foreign banks,the development of domestic banking industry is still in its infancy,and there is a lack of corresponding theoretical and empirical research,which has certain guiding significance for the development of banking retail business.Timely correction of research deficiencies is also very important.The main content of this paper is the retail industry development and management strategy of S branch of NH Bank in Jilin Province.Based on the collection of a lot of literature,this paper firstly makes a simple introduction of the research results of the retail services of domestic and foreign commercial banks.Then it analyzes in detail the current situation and development trend of the retail services of our country,and points out what enlightenment foreign advanced commercial banks’ development experience in retail services gives to domestic commercial banks.And a brief introduction to it.Secondly,this paper studies the current situation of retail operation of S sub-branch of NH Bank in Jilin Province,carries out resource analysis and capability analysis of S sub-branch of NH Bank in Jilin Province,and proposes some of the problems through SWOT analysis,and puts forward the retail business operation strategy of S sub-branch of NH bank in Jilin Province in view of the problems found.Finally,it puts forward the relevant safeguard measures for the operation strategy.By analyzing the current situation of retail business of S sub-branch of NH Bank in Jilin Province,effective management strategy is formulated to better promote the reform and innovation development process of retail business of commercial banks.The reasons for the existing problems are analyzed from internal aspects and external macro aspects.Therefore,on the basis of the target market has been determined,a variety of possible financial product management strategies and marketing means are integrated to match marketing resources appropriately and achieve the goal of profit maximization.