| My country’s economy has entered a new normal of development,and the market interest rate reform has basically been completed.Coupled with the prevalence of Internet finance,a large number of third-party payment platforms have begun to emerge.The traditional business model of commercial banks gradually exposed some problems.development direction.The transition from commercial banks to the retail business becomes a trend,due to the advantages of low risk,wide audience,and little impact from economic cycle fluctuations.Against this background,city commercial banks also realized the urgency of their own business transformation,seized the opportunity,and began to promote the transformation of retail business.Due to the gap between city commercial banks and large commercial banks in terms of asset size,economic strength,and number of customers,a detailed study of the measures and effects of city commercial banks in the transformation of retail business will also inspire other city commercial banks or small and medium-sized banks..Firstly,this paper introduces the background and significance of the case study.Based on the relevant literature on the transformation from commercial banks to the retail business,and its motivation and path,this paper explains the concepts of bank retail business,scenario finance and other related theories.Next,Changsha Bank is selected as the object of the case study.First,the process of retail business transformation of Changsha Bank is sorted out,and the overall situation before and after the transformation is compared.Then,it further analyzes the reasons for Changsha Bank’s retail business transformation and its advantages in transformation,and then introduces the measures taken by Changsha Bank’s retail business transformation.It made a vertical and horizontal comparison in terms of changes and other aspects,made an overall evaluation of the effect of Changsha Bank’s retail business transformation,and reached the following conclusions: 1.The motivation for Changsha Bank to transform its retail business lies in the large potential of retail development in Hunan,new changes in retail customer base,alleviation of downward pressure on the economy,enhancement of internal competitiveness of the industry,and the local advantages of Changsha Bank.It promotes the transformation and development of Changsha Bank’s retail business;2.The transformation of Changsha Bank’s retail business is mainly carried out by enhancing the strategic position of retail business,developing financial technology,expanding the distribution of county and township channels,attaching importance to wealth management business,and building a scene financial ecosystem;3.The transformation of Changsha Bank’s retail business has increased its business scale,promoted the rationalization of its banking business structure,accelerated the development of its core retail business,enhanced its profitability of retail business,and promoted Changsha Bank’s retail business in consumer finance,personal business,wealth There have been major breakthroughs in management,channel construction,and ecological construction.Based on the specific analysis of Changsha Bank’s retail business transformation process and measures,this paper puts forward the following suggestions for the transformation and development of retail business of other city commercial banks:First,it is necessary to formulate a suitable retail business transformation strategy according to its own advantages,and effectively promote it.The strategy is implemented;secondly,it is necessary to strengthen the use of financial technology and strengthen the cultivation of relevant compound talents;secondly,it is necessary to pay attention to the retail development market in the county and township areas,and vigorously develop the wealth management business in the retail business;finally,it is necessary to pay attention to the platform And the construction of scene finance,to create a scene financial ecosystem of bank retail business. |
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