Study On The Transformation Of Retail Outlets At China Citic Bank Shanghai Branch

China’s economy has come through the initial stages of the reform and opening-up,and has entered the mature period,where a further research need to be made to consider the way to maintain the continuous development and enhance the external connection. With the depth and development of economic situation,China’s banking industry has noticed the importance of retail business in banks. Residents’ income has an substantial increase,the disposable income became a crucial active factor in China’s economy, while the intrinstic aware of savings of Chinese inevitably results in a close relationship between the rich residents and financial institutions such as banks and fierce competition. The residents request not only the simple business processing but also the service experience, in the meanwhile, the formulation and development of interest rate liberalization has accelerated the transition pace of banks. Xiaoxian Chen(2012), the administrative vice president of China CITIC bank, pointed out that under the synthetic effect of interest rate liberalization and the fiercer competition, the high interest rate differential caused by the long-term interest rate control will no longer exist, and the domestic bank’s profit model which takes the interest spreads of deposit and loan as their main source of profit will face tough challenge. The accelerated process of interest rate liberalization demand the commercial banks to realize the price discrimination according the risk foctor and emphasize the yield rate of return of risk assets, which proposes a higher requirement for joint-stock commercial banks to enhance the risk management and asset-liability management, and brings more stress for them to make strategic transition. The accelerated financial reform has brought the competition and stress to be creative. From the view of today’s interest rate liberalization, we can also see the asset securitization in the future. Under the pressure of interest rate liberalization, the profit model and structure of commercial banks need to be transformed immediately. This transition will subvert the traditional operational behaviour that has lasted for decade, which may have a huge impact on bank’s employees and last for a long period. The lack of facilities and professionals,complicated process and vague criteria of assessment are the essential problem that restrict the development of commecial banks. And they are also an inevitable progress of transition during the economic development of commercial banks. Hence, there is some applied value to research this problem.This paper will study the development characteristics of retail banking based on the transition theory of retail banks. Combined with the development of China CITIC Bank Shanghai Branch, the main experience and weakness of the transition of its retail banking will be discussed from different perspectives of the software, hardware, human resources allocation, performance assessment and brand image. This paper is structured by eight chapters. The first Chapter is the introduction. The second Chapter is an overview of the transition of retail outlets of commercial banks. The third Chapter proposes an analysis of the status quo of traditional model of the retail banking of China CITIC Bank Shanghai Branch. The experience and inspiration of transition management in retail banking both from China and abroad is discussed in Chapter four. Chapter five presents the design and analysis of hardware system and service quality during the transition of the retail banking of China CITIC Bank Shanghai Branch. Chapter six focuses on the transition design and analysis of the assessment method of employees in retail outlets of China CITIC Bank Shanghai Branch. Chapter seven clarifies the transition management of brand image and supporting safeguard measures of retail banking of China CITIC Bank Shanghai Branch. The conclusion and expectation will be provided in the last Chapter.In order to summarize the problems in the transition of China’s retail banks, this paper takes China CITIC bank Shanghai branch as an example to analyze its transition system, combing the case of human resources allocation, performance assessment, customer segmentation and the delicacy management of the retail bank. In addition, the existing problems and the corresponding adjustment plans will be discussed.Finally, with regard to the existing issues of the transition of retail business of China CITIC bank Shanghai branch, some suggestions will be provided to improve the transition system: to enhance the capacity from the support of management, corporation, existing and new customers and build the brand image of the best customer service.