Research On The Digital Transformation Of Retail Business Of Everbright Bank

The digital economy era has brought more opportunities and challenges to the retail business of commercial banks.In order to better serve retail customers and improve the comprehensive strength and competitiveness of retail business,commercial banks use digital technology to combine retail business with modern technology,change the traditional retail business model,and embark on the exploration of retail business Digital transformation.With the help of digital technology,Everbright Bank has optimized its retail business and achieved good results,which is representative.This paper selects Everbright Bank as the object to conduct a case study on the digital transformation of its retail business.First,it combs the relevant literature at home and abroad,and introduces the relevant theories and concepts of the digital transformation of retail business of commercial banks;Then it summarizes the development process and transformation background of the retail business of Everbright Bank,as well as the measures and guarantees taken by Everbright Bank to build digital retail,and analyzes the advantages and disadvantages,achievements and existing problems of the digital transformation of the retail business of Everbright Bank.Through the analysis of the case of the digital transformation of retail business of Everbright Bank,we can put forward the following suggestions: formulating appropriate digital transformation strategy of retail business;Innovate differentiated retail products and services according to customer needs;Online and offline channels work together to improve customer experience;Pay attention to risk prevention and control in the process of digital transformation of retail business;Increase investment in science and technology and optimize the talent team.These suggestions can guide Everbright Bank to further deepen the digital transformation of retail business,and can also provide experience for other commercial banks that are undergoing the digital transformation of retail business.