Study On Optimization Of Commercial Bank Management Model:A Case From W Sub Branch Of Agricultural Bank Of China

In financial disintermediation, interest rate marketization, as well as the rising cost of funds, credit yields down under double pressures of domestic Banks rely mainly on high capital consumption growth model is unsustainable. Chinese version of Basel III is about to introduce, banking industry is from the business model solve the problem of revenue and business growth, further enhance the ability of risk and capital management and realize the harmonious development of scale, efficiency and quality. Due to have the capital to take up less, risk dispersion, high economic value added, etc. Each line will generally retail business as the main attack direction in the economical operation strategy, capital pooling resources, strong forces of wealth management, personal credit and the development of credit card business. How to further accelerate the development of our country commercial bank retail business, has become the reality of our country finance issue.Paper first to bank some retail marketing management concept is defined, and the relevant theories of retail marketing management are introduced. On this basis, from the branch of agricultural bank of China W retail business status of the service marketing, for the present stage W branch retail business management structure and division of responsibilities and the corresponding management system is analyzed, and the service satisfaction survey, and points out its problems existing in the service marketing; Then, this paper puts forward that the W to the agricultural bank of China branch bank retail business services, the optimized plan for the marketing management from the marketing pattern, the service process, retail outlets personnel management and customer value mining market segment specific optimization scheme is proposed. Finally, the thesis of service marketing management plan the adjustment from the marketing concept, management mode optimization, product innovation and promotion campaign to formulate the corresponding safeguard measures.This article proposed how to improve the agricultural bank of China W branch retail business sales management, expand the scale of retail business, the corresponding countermeasures and Suggestions to increase the competitiveness of the market, also has important practical reference value for other Banks.