Research On The Problems And Strategies In The Digital Management Of Retail Business Of China Merchants Bank W Branch

China Merchants Bank is one of the first commercial banks to carry out digital transformation in China.It has built a huge digital system,including various digital systems,digital platforms,digital tools,etc.,to enable its subordinate branches to reduce burden,increase efficiency and increase efficiency in business development.However,due to their own differences and the diversity of local markets,the branches of China Merchants Bank have different problems in digital transformation,resulting in different transformation effects.This thesis takes the digital transformation of retail business of W Branch of China Merchants Bank as the research objective,and adopts the methods of literature research,case analysis and interview research.Firstly,it expounds the relevant theories of retail business and digital transformation of commercial banks,and studies the process of digitalization of retail business of commercial banks at home and abroad.Then,based on the field survey data,this thesis expounds the current situation of China Merchants Bank W Branch in the digital transformation of retail business,compares the effect of W Branch in the digital transformation with other branches of China Merchants Bank in the digital transformation,analyzes and studies the shortcomings of W Branch in the digital transformation,and finally puts forward the corresponding optimization scheme.The case study of China Merchants Bank W Branch shows that digital transformation is a gradual process,and there are many problems in its development.In view of the problems existing in W Branch,the following countermeasures are proposed: first,enhance the digital awareness of the branch staff,and the line leaders should take the lead in fully understanding the strategic thinking of the Head Office’s digital transformation.Middle managers and front-line staff should understand the important role of digital transformation,and be able to use and be able to use digital systems,platforms and tools,and combine them with daily work.The second is to optimize the assessment of digital transformation.The assessment should measure the performance achieved through the use of digital systems,platforms and tools in a short time,and also guide the long-term direction of digital transformation.At the same time,W Branch should also teach methods when it comes to the next assessment,and effectively implement the work of digital transformation.Finally,we need to build a strong digital platform.W Branch should continue to optimize the "people+digitalization" business model,combine the local regional market and people’s livelihood characteristics,actively form local business characteristics through digitalization,and enhance brand influence.At the same time,we need to recruit more digital talents and give full play to the role of digital virtual teams and digital special posts.Through theoretical and case analysis,this thesis obtains some enlightenment: the digital transformation of retail business of commercial banks should focus on its core elements.These core elements are: digital financial technology has become a new starting point for the innovative development of retail business of commercial banks;Reconstruct the relationship between banks and customers;Build a supporting mechanism suitable for digital transformation.