Researching Of The Operating Mode Transition For Commercial Banks

In China, because of the relatively low level of socio-economic development, and the idea of the banks to the retail banking in the understanding is lagged, for a long time, the internal commercial banks often only pay great attention to the financial services for some big enterprises and customers, but neglect the attentions of the value of the personal customer and the changes of the individual financial demands. This has also lead to a blank in retail banking and the market demands is under enormously constrain in our country in very long time. So in a very long period, the retail banking just refers to the personal savings service for our Commercial banks.In recent years, the retail banking business for commercial banks grows very fast with rapid development of economics and financial industry. Personal financial services in China left shortage in only several years, which has achieved the historical spanning. But totally, compared with developed countries, we still have a huge-large disparity. Individual customers had already became the most important profit origin for the banks of developed countries, retailed banks occupy generally 40%-70% profit shares. But that's in domestic banks just less than 10%, in spite of the rapid development in retail banking.International retail banking boom in recent years and show many new characteristics, that's on a behalf of the future development trend of the retail banking, which is worthy to be paid a great attention to.First of the research methods and techniques line of this article is combination of theoretical analysis and empirical research. Second is the combination of the history analysis and comparison analysis. Through comparing the development process of the retail banks in the United States, Europe and other regions, draws on their experiences on that, to find a more suitable strategy for the transformation of China's national conditions. At the same time, I can think with practical experiences, because I had worked in the Department of the personal financial of Qingdao branch of Bank of Communications, and got nearly two decades of experience practicing commercial banks.In this paper, the idea of creativity and innovation lies in the systematically explanation on the reasons, modes and ideas for the transition for the retail commercial banks. There are not only the successful experiences of overseas'commercial banks but also the successful practice experiences of domestic commercial banks.Based on the analysis and research of current situation of our commercial banks and the necessity of operating mode transition for Chinese commercial banks, this article anlyzed the characteristics of the retail banking develepment in western countries, and the define the mode for our transiton for our commercial banks. the characteristics of retail banking development of commercial banks from the Western developed countries can be summed up in five points: First, the integrated management of banking institutions and the popularity of cross-selling, Including retail banking products and services highly integrated and diversified, as the guide to the basic account to vigorously promote cross-selling products, a relatively specialized business has a unique competitive advantage; Second, diversified distribution channels and traditional branch network and recycling, Including the rapid growth of sales on line, the decoration of traditional branches, the restructuring of the branch business mode the improvment of the district branch of the internal settings, the internal transformation of the environment, to develop new supermarket branch network and other outlets, the diversity branch management, etc.; The third is to use information technology as the basis for segmentation and customer value management; Fourth, the retail banking business of the diversified suppliers; Fifth, international, global business.Learning from Western developed countries in the commercial banks to develop a mature retail banking experience, combined with China's commercial banks based on the existing retail banking, it defines the best strategy for the trasition of retail banking for our commercial banks. First is a comprehensive change management concept; second is the need to expand the category of products and services, which does a good job in preparation for the comprehensive development; Third, customer-centric, fully integrated sales and service channels; Fourth, customer segmentation, customer management ; The fifth is to actively investing in human capital, strengthen the building of the team of custmer managers.