Research On Digital Transformation Of Intermediary Business Of XY Rural Commercial Bank

Commercial banks can hardly rely on the traditional balance sheet business to achieve high-speed growth.At the same time,the development of new technologies such as artificial intelligence and cloud computing provides opportunities for the integration of traditional financial business and new technologies.Commercial banks can make use of big data technology to vigorously expand online business and provide customers with comprehensive financial services in addition to deposit and loan business.Intermediary business with low risk,low capital occupation and good stability has become an important direction for the transformation of commercial banks in China.This thesis will analyze the development and transformation of intermediary business of XY Rural Commercial Bank as an example.Firstly,I study,summarize and analyze the relevant theories and research results of the development and digital transformation of bank intermediary business,such as digital marketing theory,financial innovation theory,wealth growth theory and Internet financial theory,so as to fully understand the meaning,development characteristics,development direction and digital transformation of commercial bank intermediary business.Determine the importance and necessity of the digital transformation of bank intermediary business.In addition,through case analysis,investigation and interview,the thesis analyzes the current situation of intermediary business development of XY Rural Commercial Bank,and analyzes the problems and causes of problems faced by the development of intermediary business of XY Rural Commercial Bank in detail.XY Rural Commercial Bank’s intermediate business development is relatively backward and the transformation effect is not obvious.The main reasons are the restriction of the system and the shackles of backward ideas,the lack of talents leading to the lack of innovation and development potential of new business,the lack of reasonable and effective marketing strategies,the absence of performance appraisal programs to motivate employees’ enthusiasm and clear orientation,and the fierce market competition squeezing the development space of intermediate business;The rapid development of Internet finance has impacted the traditional intermediary business of agricultural and commercial banks.Secondly,using the PEST and SWOT analysis method,the internal and external environment of the intermediary business digital transformation of XY Rural Commercial Bank is analyzed to form a SWOT matrix,and the two strategy styles of SO and WO are adopted to foster strengths and circumvent weaknesses,which points out the direction for the design of the transformation strategy.In the transformation strategy,the organization reorganization strategy,the product innovation strategy and the marketing transformation strategy are designed.Finally,from the two aspects of strengthening data management,improving the level of digital operation and attaching importance to the construction of talent team system,it provides software and hardware support for the digital transformation of XY Rural Commercial Bank.