Research On The Digital Transformation Of Personal Business Of ICBC QZ Branc

In the digital era,the innovation of payment methods and the rise of emerging financial products have challenged the original market share of commercial banks,and the digital and intelligent experience of financial groups by customer groups is being upgraded,and finance presents a trend of boundless finance.At the crossroads of the digital era,commercial banks are facing the choice of digital transformation.Taking ICBC QZ Sub-branch as the research object,this paper takes bank reengineering theory,scenario finance and long-tail theory as the theoretical basis,and uses case analysis method,literature research method and interview method to analyze the digital transformation of its personal business.Firstly,the motivation and connotation of the digital transformation of commercial banks are expounded,and the successful cases of domestic and foreign commercial banks in the digital transformation of retail business are analyzed and referenced.In addition,the current digital transformation status of QZ sub-branch is expounded,PEST analysis is carried out on the external environment it is currently facing,the necessity of transformation is pointed out,and the feasibility of transformation is explained based on the current situation of QZ sub-branch.Furthermore,the interview method was used to analyze and point out that QZ sub-branch had problems such as insufficient penetration of digital products,insufficient refined management of customers,lack of compound diversified talents,and lack of competitive advantage products in the process of digital transformation,and analyzed the causes of the problems.Finally,for the digital transformation of QZ sub-branch,optimization plans and safeguard measures including integrating corporate culture into digital concepts,improving customer efficiency,building a digital intelligence team,deepening digital penetration capabilities of "scenario +",and promoting the characteristic transformation of branches through cross-border cooperation are proposed.This study provides theoretical guidance and empirical support for the digital transformation of retail business of ICBC QZ sub-branch,and also has certain reference significance for commercial banks developing in the context of the same era.