The Study Of Reform Of Channels In Pingan Bank’s Retail Business Transformation

In terms of the future development of banks,there has been a consensus reached in the industry—— “the one who experts in retail will be successful”.Since the mid&late 1990 s of twentieth Century,the development of retail banking has become an important trend for the development of the banking industry in developed countries with the income and profiting ratio increasing gradually.In the developed countries and regions,the proportion of retailing business of commercial banks usually exceeds 50%,but there is still a huge gap for the commercial banks in China to reach the target.As the population in China is large,the total volume of retail business is relatively huge.However,the proportion of retail business income is still at a low level and there is a big distance compared to that in developed countries.Since the traditional idea pays less attention on retail business,the commercial banks have not really realized the “customer-centered” service.At the same time,there is no accurate positioning for retail business in the market and it lacks of characterized marketing strategy.All the problems have hindered the development of the retail banking business,therefore,the transformation of the banking business into the retail business is urgent and inevitable.However,the transformation and upgrading of retail business is a complicated systematic project.Considering the organizational structure,positioning and other varies factors,the transformation to retail business must be suitable for the local conditions.In this regard,it is required to combine with the advanced retail banking theory and draw lessons on the successful experience of the domestic and foreign excellent commercial banks in retail banking business transformation.Then,the practical problems existing in domestic banking industry must be analyzed so that the relevant countermeasures can be discussed and a feasible and systematic transformation strategy will be put forward.However,no matter what the transformation plan is,“customer-oriented” service must be obeyed.Only when the banks have differentiated competition capacity can they become the pioneer of the future retail banking business and boost the transformation and development of retail banking business for the commercial banks in China.Based on such a background of transformation,the paper analyzes the present development situation of the retail business in commercial banks of China and refines the enlightenment for the development of the retail business in the domestic commercial banks.The paper takes five reforms of Pingan Bank for study which are respectively strengthening the channel of recommending the customers by the external alliance(Pingan Life Insurance),traditional bank network channel,the direct selling channel,the Internet channel and the telemarketing channel.It is worth paying attention to,in the aspect of intelligent network change,taking the Guangzhou branch flower branch as a case to carry on the in-depth study,the intelligent network will be promoted as the full line promotion mode.And the possible problems are analyzed,and the promotion plan of the whole bank is put forward.I hope this study can play a referential role in the retail transformation of joint-stock commercial banks and contribute to a meager strength.