| With the rapid progress and development of mobile terminals and the Internet in China,new generation technologies such as financial technology and information processing are becoming increasingly sophisticated.The country also attaches increasing importance to the development of the financial industry.The quality of customers is increasingly improved,the demand for financial services is becoming higher and higher,the competition between industries is also increasingly fierce,cross-industry development is common.Under the influence of mobile Internet finance,traditional commercial banks have been impacted to a certain extent,savings and bank deposits are also being lost,and personal lending business has been largely diverted,pay credit card products and market eroded,customer’s own needs of the business model has changed dramatically,customers of commercial banks business intelligence digital requirement enhances unceasingly,the digital transformation and upgrading has become the inevitable choice of Banks.As the retail business is larger than the corporate business,the customer group is relatively large,the business demand is relatively concentrated,and the degree of standardization of financial products is relatively high.In addition,the degree of dependence on financial technology is relatively obvious,so compared with the company’s business,retail business is more suitable for digital transformation.Therefore,in the digital transformation,each bank chooses the retail business as the digital transformation pioneer domain one after another.In this paper,the digital transformation of Bank N’s retail business is taken as the research object,and the digital transformation countermeasures of Bank N’s retail business are taken as the research target,through the comparative analysis with the digital transformation of retail business of other financial institutions,at the same time,the paper analyzes the difficulties and problems in the digital transformation of retail business,such as the convergence of business scenes,the innovation of digital products,the process of examination and approval,the updating speed of digital technology,the digital operation ability of business outlets and the service quality of employees.Using porter five model analysis and SWOT analysis method to Bank N retail business in the digital transformation in facing the opportunities and threats as well as its own collating and summarizing the advantages and disadvantages,combined with myself in work of feeling and experience,through theoretical analysis,using the strategic management theory knowledge,in the research,and on the basis of questionnaire survey,In view of the problems encountered by Bank N in the process of digital transformation of retail business,this paper puts forward relevant optimization strategies from broadening customer acquisition channels,improving product innovation ability,increasing the application research and development of financial technology,and building smart business outlets.In order to better develop retail business and promote the digital transformation of retail business,commercial banks have successively begun to research and develop financial products suitable for dissemination and promotion through Internet financial channels,and actively look for large Internet enterprise platforms to inlay their own financial products,thus opening the road of cooperation between the two sides.It is an inevitable way to promote the sustainable development of commercial banks to construct digital management.Bank N must actively face and overcome the difficulties and problems encountered in the digital transformation of retail business if it wants to stand out in the fierce financial market competition environment and constantly meet the frequent financial needs of customers at any time.Corresponding measures should be taken to continuously improve the digital level of Bank N’s retail business,and then enhance the competitiveness of Bank N in the same industry. |
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