The Study On Retail Outlet Transformation Stratagy Of The China Construction Bank Hubei Branch

Along with wide application of information and network technology and increase of personal income and fortune, China's retail banking market has gained a rapid rise in the context of global financial development. Commercial banks one after another put retail banking in the first place in strategic development of banking business. What's more, with foreign-funded banks gaining admission to enter china's financial market, development of retail banking is bound to become the new focus when domestic banks are competing with foreign developed banks. As the core area during the"rise of central China", Hubei province has gained rapid economic development in recent years which contributes to continuing increase of residential income and the positive change of national income also provides the financial market with various demands, which lays a solid foundation for state-owned commercial banks in Hubei province to expand retail banking business vigorously.In the background of China Construction Bank (CCB) actively promoting the transformation of retail outlets, this paper firstly adopts the methods of PEST, etc. to make an analysis of the external environment faced by the banking industry. Secondly, by starting with analyzing the internal environment, it discusses the current situation of customers, products, channels and actual gap among different retail outlets owned by CCB Hubei Branch; and finally it employs SWOT analysis to conclude internal advantages and disadvantages as well as external opportunities and challenges and makes strategic alignment.Based on the analysis above and learning from advanced experience of bank of America and other banks, the paper makes a systematic analysis and research of transformation strategy of retail outlets of CCB Hubei Branch. After the analysis and research, it puts forward some strategic points of the outlet transformation .The strategic points as well as the scheme are used to upgrade retailing outlets from"transaction type"to"sales type"and sales service mode from"products driven"to"customers'demands driven"and aim at regularizing customers'sales and service procedure, improving service efficiency and quality, enhancing sales ability and customer satisfaction in terms of customer maintenance and product selling and improving market competitiveness finally.