Research On The Business Transformation Of The Industrial And Commercial Bank Of China Yulin Branch Under The “new Normal”

In recent years, with the continuous acceleration of the pace of the global economic integration, "New Normal" of the China's macro-economy, especially the Internet finance's rapid development, and customer's new financial services demand, traditional banking management model is now facing unprecedented challenges. Despite ICBC Yulin Branch lies in a third tier city, its rapid extension and growth mode during last a few years could be seen as a typical and general epitome of the way of traditional banking management.This article is based on the "New Normal" of the china's economy, following the combination of study of theoretical knowledge and the analysis of real case. By means of "Coming up with problems-Analyzing problems-Solving problem" method, the article is divided into several parts as below. First, introduce the basic situation of ICBC Yulin Branch. Then, point out the major problem in the management and explore the most essential reason behind, using the classical theory of management science like "SWOT" to reach the bottom of the inner environment. Furthermore, based on such theoretical knowledge, figure out a realistic and specific scheme of the transformation of the object so as to meet the demand of the sustainable development.The author chooses ICBC Yulin Branch as an example, depending on the theoretical research and case analysis, aims to point out the main problem and its source, put forward feasible executive ways for ICBC Yulin Branch, including necessary support elements.The creative points of the author lie on the following aspects:(1) According to the development of era and the demand of market competition, especially for the double roles of commercial banking system, the author comes up with an original perspective and provide readers with a deeper insight of its special nature of it.(2) The author puts forward a comprehensive scheme to apply the relevant theoretical knowledge to the specific case, which is able to set up an advanced example for other commercial banking system in the future.