Study On The Transformation Of Retail Sales Bank In China

With the progress of society, the phenomenon of financial globalization and economic integration has become more and more outstanding, personal financial market needs will continue to be developed and expanded while the deposit and loan business, settlement and other traditional share will continue to be decreased, meanwhile.financial services, electronic channels will continue to be improved. But the banking financial market, a trend of more fierce competition and close cooperation between large state-owned banks, joint-stock banks, city commercial banks and foreign banks. With the development of the financial industry competition has become increasingly fierce in recent years, banks have to seek new profit growth source. In consequence, sustainable development on the vigrously expanding the personal financial business have been positioned by all bank..This study based on the background of CITIC Bank promotes the network transformation. Firstly, this paper explains the theoretical study situation of domestic and foreign scholars on the retail banking business and network transformation, according to the practice of domestic and foreign banks, it introduces domestic and foreign bank branch transformation theory and advanced experience. Secondly, this paper introduces the concept and characteristics of retail banking, the short board of China’s existing bank outlets, sums up the increasingly fierce industry competition, customer dissatisfaction and expectations for bank network. Besides, the network operation efficiency is the main driving force of China’s banking network transformation. For domestic banks, only making a transformation of the existing outlets can they maintain a position in market and can they adapt to the development of modern financial markets, and continue to upgrade the competitiveness of banks. Then, using PEST and SWOT tool to carry on the analysis of CITIC Bank of Chengdu branch retail business situation, putting forward the necessity and urgency of network transformation, the transformation of the SO sales strategy, as well as specific strategies of Chengdu Branch of China CITIC Bank Network transformation.Specifically, performing well in transition training, giving priority to the popularization of network, establishing a strong product development system, designing and promoting linked to performance appraisal and compensation mechanism, which are the key to the implementation of network transformation scheme. Then, according to the sales outlets transformation design ideas, this thesis, in accordance with the design matrix service system, brings forward a complete bank outlets transformation scheme. From the following aspects marketing environment, personnel division of labor management, customer management, the implementation of post linkage, it makes an improvement of the synchronization scheme design, focusing on the optimization of the existing networks and the improvement network operation mode, by a top-down, and complete scheme, so as to realizing the transformation of banking outlets. Puting forward the concrete scheme of CITIC Bank Chengdu branch retail business transformation. Finally, according to the case study of Chengdu Branch of China CITIC Bank, the contents of this paper are summarized.Retail outlets’ transformation is not only a project in the present, but also concerns the future development of bank industry. Whether this project can achieve the actual effect decides the future of domestic banks.It is hoped that this study can promote China CITIC Bank retail outlets to change from " pure settlement network " to " sales outlets," transforming from " product-oriented" to " customer oriented ", so as to standardizing the sales process, improving service efficiency, sales capability and customer satisfaction, and ultimately marching in the front line of retail bank.