Research On The Strategic Transformation Of The Bank Branches Based On Retail Business

The quantities and quality of bank branches reflect the competitiveness of a bank, and the competitiveness of basic branches is an important sign of the whole bank. Most of the business indicators and targets made by the Head Office are completed by basic branches, also they are faced with enormous pressure. At the same time, basic branches are windows directly to clients, and directly reflect the image of the whole bank.At present, The Internet Finance, Financial Disintermediation and Interest rate liberalization have changed the survival state of banks especially basic branches. In February 2015, the first private bank-WeBank issued its first internet loan, which has no physical branches and develops its business completely based on internet. This kind of development force us to consider how our 200 throusand physical branches should transform and develop. From the experience of developed country banking industry, the reform and transition of physical branches has become a general trend. Some people even assert that the function of physical branches will be greatly weakened, and will become a burden of the bank. Of course, this is too pessimistic, but it points out the transition pressure of bank branches. More importantly, bank branch must not only survive, but also greatly improve efficiency, increase of the contribution to the Head Office.Under the background of transition of bank branches, Bank A has also carried out a few measures for its own transition,for example, speeding up business progressing, branches positioning Differentiation, perfecting the function fivision, and has made a certain achievement. But in the course of transition, there are also some problems, especially common problems, such as products homogeneity, similar marketing channels, lacking of innovation, which restrict the development of retail business and the transition of bank branches. This paper researches the strategytransition of commercial banks in our contury based on the retail business, studies the transition schemes and measures to help to promote the transition of bank branches and retail business sales, and also to enhance the competitiveness of banks. And from this one case, we can give advice to other banks for their own transition of branches and optimize the development of financial industry in our country.