| With the advent of the digital era and the continuous development of financial technology,the emergence of Internet financial enterprises has brought an impact on the business of traditional commercial banks.The business model of traditional commercial banks has been unable to meet the efficient and convenient service needs of customers.In order to avoid the market share of retail business of commercial banks being eroded by the Internet financial platform,with the introduction of the Fourteenth Five-Year Plan,commercial banks have taken measures in succession,Accelerate the digital transformation of retail business and steadily promote the development of financial technology to realize the digital transformation of financial institutions,meet the needs of the market,and further accelerate the pace of retail business digital transformation of commercial banks.In this context,through literature research,questionnaire survey and other methods,and taking TK Agricultural Commercial Bank as an example,first sort out the research on digital transformation and retail business development at home and abroad,then summarize the current situation of retail business development of TK Agricultural Commercial Bank,and then use PEST,Porter’s Five Forces Model,SWOT Model and other strategic analysis tools to analyze the macro environment of TK Agricultural Commercial Bank Industry environment,internal advantages and disadvantages,opportunities and challenges,and build SWOT matrix model.At the same time,interview the employees of TK Rural Commercial Bank and conduct a questionnaire survey on the customers of TK Rural Commercial Bank to refine the problems existing in the development of TK Rural Commercial Bank’s retail business,including the organizational structure and business management model to be adjusted,the customer’s refined management process is not high,the service lags behind,the homogeneity of digital products is serious,the lack of innovation,the ability of digital scene marketing needs to be improved,and the lack of digital talents,Low utilization of data resources and other six aspects,and summarize the causes of the problems.Finally,the optimization strategy for digital transformation of retail business is put forward according to the problem: first,continue to promote the construction of agile organizations under the background of digital transformation,second,build customer intelligent management,third,develop and innovate digital product services,fourth,promote the construction of digital marketing channels,fifth,build a financial technology compound talent team,and sixth,establish a complete data governance system.The purpose of this paper is to help TK Rural Commercial Bank find out the problems in its digital transformation of retail business,and put forward targeted suggestions to help it identify the strategies suitable for its own development,so that it can make better decisions in the future development of retail business,promote the sustainability of the digital development of retail business,and at the same time provide implementable strategic suggestions for the digital transformation of retail business of rural commercial banks and rural credit cooperatives in other regions,It also enriches the content of digital transformation of retail business of commercial banks to a certain extent,and has certain reference significance for domestic commercial banks to successfully achieve the goal of digital transformation. |
