Research On The Retail Business Development Strategy Of Agricultural Bank Of Guangzhou

Since 1995, the banking industry mainly from the traditional financial began Internet financial reform. However, in China’s e-commerce further mature and in the Internet has become more and more mobile, social and personal development to the Internet companies involved in the field of traditional commercial bank payment, financing and financing, and they have innate Internet gene, constantly in advancing the innovation and reform of the financial services model. Although commercial banks are also constantly through Internet technology to provide customers with a good online financial experience, but also for the Internet companies involved in financial services to provide credit system, financial and other basic business. But in Alipay, Wechat channel payment platform for the development of the traditional four major state-owned banks for a long time has not obvious advantage gradually, loan business has been the balance of treasure, CAITONG, Lu Jinsuo and other institutions take away a lot of money and customers, retail business has suffered a certain degree of impact. Retail business as an important part of the banking business, if the development of the traditional model, the fierce competition in the financial market will be a devastating blow to the. The study of the Agricultural Bank of China of Guangzhou, analysis the situation of retail business development, and compare with other domestic commercial banks in the retail business development, using PEST, Porter’s five forces, SWOT model analysis the Agricultural Bank of China of Guangzhou retail business’ s development situation has faced problems, and by using for reference the experience of foreign developed banks and domestic advanced bank and put forward corresponding strategy. The thesis that Agricultural Bank of development of the retail banking business should focus to build the brand, product differentiation, customer service and even private customization. At the same time to seize the market segments, with internet banking with advanced marketing means to the development of the retail business of banking, finally to optimize the internal organization of the Bank price, do a solid foundation to improve the efficiency and quality of the service.