Research On The Development And Optimization Of Retail Business Of China Merchants Bank Under The Background Of Internet Banking

With the rapid development of Internet technology and a wide range of applications,its influence breadth and depth gradually increased.The financial sector as the representative of the financial sector changes also accelerated,the Internet to the retail banking business in the field of Internet provides a rich practice model.Commercial banks are actively innovating their retail business to adapt to market competition and the impact of Internet finance.Commercial banks through the analysis of large data,product innovation and customer design and effective management can effectively promote its business in the retail sector.Through the specific practice of commercial banks analysis and coping strategics,has a certain theoretical value and practical significance.This paper first elaborates the basic theory of the development of Internet finance and the development of retail banking business at home and abroad,and analyzes the interrelations and influences of the two.Then,taking Xi'an Branch of China Merchants Bank as an example,this paper analyzes the development of retail business under the influence of Internet finance.and then analyzes the advantages and disadvantages of China Merchants Bank Xi'an Branch through the situation analysis method,and analyzes its opportunities in the development of Internet financial age with the challenge.Then,through two sets of empirical research,this paper analyzes the capital,technology and personnel support of the core competitiveness of retail business from the vertical and horizontal data of China Merchants Bank.Then,the paper introduces the value chain theory and selects 10 banks from the 37 branches of China Merchants Bank Xi'an Branch to analyze the positive correlation between the retail business and the process reengineering by collecting and analyzing the relevant index data.Finally,according to the characteristics of China Merchants Bank Xi'an Branch,the optimization and suggestion of retail business of commercial banks are given.The optimization strategy is given in strategic planning,customer service,product design,service upgrading,channel optimization and talent team construction.It is pointed out that the Xi'an Branch of Construction Bank should make full use of the opportunities of Internet finance to carry out a comprehensive transformation,so that its retail banking business as soon as possible to adapt to the new era of development trends,this paper closely around the development of Internet finance characteristics,combined with China Merchants Bank Xi'an Branch of the specific practice.For China's commercial banks to further optimize the retail business to make some useful attempts and provide constructive ideas.