The Research Of The Transformation For The Retall Business In Commecial Banks

With the rapid development of economic globalization and information technology to accelerate and wide application, the retail business of commercial bank is developing rapidly, strategic significance is widely valued by commercial banks. But China’s commercial banks in terms of product, management, and service problems seriously hindered the healthy development of the retail business. Commercial banking and retail business transformation is imminent.The retail business transformation of China’s commercial bank’ is a complicated systematic project under the new economic situation. It requires the combination of advanced retail business theory, fully learn the basic experience of domestic and foreign commercial banks. Meanwhile, careful analysis of the practical problems of China’s banking sector, measures manner designed to make the system pertinency, operational transformation strategy can really help the development of China’s commercial banks retail business transformation.Firstly, This paper summarizes the key theory of commercial banks in the retail business development, defined the basis of defining the concept of commercial banks on the retail business, summed up the characteristics and trends of the retail business, and then discusses the significance of brand theory and the theory of financial innovation for the development of retail business, analyzes the significance of retail business development process, risk management and customer relationship management theory in the retail business development and transformation, and lay the theoretical foundation for the full text.Secondly, deeply analysis the domestic and foreign commercial banks (Citibank, British Lloyds Bank, China Construction Bank and China Merchants Bank) retail business transformation success, summed up his experience of the transition process and inspiration:adhere to the science and technology to support, promote product innovation, always focus on customer needs, continuously improve service-driven, promote brand strategy, differences in development to enhance competitiveness and provide reference for China’s commercial banks and retail business transformation. Thirdly, analyze and study the basic situation and the necessity of restructuring the commercial banks retail development. Summed up the intense retail competition ubiquitous product homogeneity, rigid management structure, business processes unscientific, brand building imperfect service channels, customer relationship management technology obsolete, risk management is seriously lagging behind other major issues, and detailed analysis of the current situation of Agricultural Bank of China’s X branch in retail business development and practical problems encountered, summed up its successful experience in the development process. According to the practical problems of commercial banks and retail businesses big financial environment, the targeted analysis of specific issues particular bank, develop strategies for targeted and operability, a very important practical significance.Finally, the theory is based on the successful experience and inspiration for practical problems specific banks, commercial banks put forward practical measures retail transformation:a clear overall objectives, enhance product innovation, improve the marketing system, adhere to brand strategy, optimization business processes, deepen risk management for China’s commercial banks provide an important reference for retail transformation.This thesis analysised the current major problems of commercial banks encountered in the retail business development, in a pragmatic manner constructive proposals for the Agricultural Bank of China’s X branch retail business transformation. In addition, this paper expound from the prespective of marketing, customer management, risk control macro retail business situation, settled on specific measures actual on retail branch business transformation, achieve theoretical analysis and empirical study, to avoid the paper from the actual danger. Hopefully this is the retail business of Chinese commercial banks to provide practical reference in the transition under the new economic situation and healthy development.