A Study Of Competitive Strategy Of Retail Business At Agricultural Bank Of China Gansu Branch

With the continuous deepening of financial reform in China in recent years,retail business has become an important source of profit for major commercial banks.How to develop their own retail business faster and better has become an urgent problem for major commercial banks.This article first analyzes the retail business of the Agricultural Bank of Gansu Branch.Through the PEST analysis,Porter Five Forces Model,External Factors Evaluation Matrix(EFE),Internal Factors Evaluation Matrix(IFE)and other tools and methods have analyzed in detail the Agricultural Bank of Gansu.The internal and external environment of provincial branch retail business development,and the opportunities,threats,advantages and disadvantages faced by the retail business development of the provincial branch,followed by strategic selection and development through SWOT analysis methods,and objectively identifying the best through the Quantitative Strategic Planning Matrix(QSPM).Strategy,finally,formulate strategic guarantees and measures to achieve the implementation of the strategy.The Gansu Provincial Branch of the Agricultural Bank of China shall adopt a differentiation strategy and a concentration strategy,and shall differentiate the services,channels,and outlets,such as improving service efficiency,improving service experience,and optimizing the distribution structure of outlets,to individual loan customers and e-banking customers.Credit card customers,farmers’ loan business customers,and internet finance customers provide differentiated services and tailor financial products to meet their needs.Focusing on serving wealthy,wealth,and private-level customers,these types of customers have a higher degree of contribution;they attach importance to the three rural customers and have a large base of such customers;they are in line with the changes of the times and strengthen the coordinated development of online and offline.The protection is implemented by strengthening the system construction,improving the incentive assessment mechanism,strengthening the management of equipment operation and maintenance,effectively preventing operational risks,and effectively preventing credit risks.The implementation will be implemented from the aspects of the improvement of the public-private linkage mechanism,the improvement of the incentive assessment mechanism,the rationalization of the business management system,the strengthening of equipment operation and maintenance management,and the creation of a professional retail team.This article has certain reference significance for commercial banks to cope with the challenges of global economic integration,increasingly fierce competition in the same industry,changes in the external policy environment,and improve the competitiveness of their own retailbusiness.