Study On The Transformation Of Retail Business In XX Bank

With the development of economic globalization and the increase in demand for personal financial services, commercial bank retail business is step by step toward to automation, network informatization and humanization. The proportion that the retail business creates in commercial bank profits rose sharply. The role of retail business in the commercial banks is more and more important. With the continuous improvement of people's income and personal wealth, the demand for retail sales in commercial banks is becoming higher, so all commercial banks see the retail business as the focus of bank business development strategy, and proceed with the retail business transformation.Firstly, the author elaborated the enterprise strategic management theory and commercial banks strategic management theory, then had done literature review for the research of the retail sales transformation. Secondly, the author analyzed the present situation of the retail sales bank in China,and emphasized the importance of transformation of retail sales bank based on Michael Porter five forces model, at the same time, learned retail business development experience from excellent domestic commercial bank. Thirdly, the author chose XX bank as an example, analyzed the present situation of the retail sales and the strategic choice of its retail business transformation based on the SWOT analysis, and then launched concrete research to the transformation schemes. Fourthly, the author summarized the risk control measures which XX bank should pay attention to in the retail business transformation implementation.Through the study of this article, the author hopes to help XX bank in the retail sales to achieve more accurate positioning, clear the key work of the retail sales transformation. At the same time, XX bank should pay attention to risk control in the process of transformation, explore a retail sales development path suited to its own actual situation, and finally enhance its core competitiveness and sustainable development ability.