Research On The Transformation Of Retail Banking For Bank Of Yingkou Co.,LTD. Harbin Branch

In recent years,with the deepening of the economic system reform in China,the economic climate that the banking industry relies on changes greatly.Also as the capital market grows strongly,The Phenomena called financial disintermediation appears.As a result national bank of commerce especially Medium and small scaled city commercial banks face bigger and bigger pressure.City commercial banks need to look for a new profit growth point in order to their sustainable development.Retail business has already become the important profit resource for modern commercial banks.The share of the retail share in the total market increases gradually.Therefore city commercial banks increase the development of the retail business to a strategic height one after another,and launch and speedup the turning to retail banking.Since the Bank of Yingkou establish the Harbin branch,through years of hard work,some development results have been achieved.However,in the aspect of turning to retail banking,the Bank of Yingkou still lack systematic summary and strategic plan.Thus it is a disadvantage for the bank to develop greatly in the future cut-throat competition in local financial market.This article summarizes the development situation of the banks in and out of China.Through the analysis towards the detailed marketing data,the comparing of the state of the operation,the development of the retail business with that of other banks,and the SWOT analysis method,the Bank of Yingkou sums up the advantage,disadvantage and competition strategy.The bank of Yingkou generates a series of readjustment measurements for the retail business.The implementation plan revolves the construction of management mechanism,product innovation,marketing team building,information technology,net sets transformation,and ideas,etc..This article is expecting to make a top-level design for the Harbin branch so that it can turn to a retail business-oriented bank.