Research On The Problems Of Retail Banking Business Under The Transformation Of Agricultural Bank Of China,a Branch

Since the 1990 s,the position of retail business in the banking in Western countries has continued to rise and the proportion of income has been increasing,so expanding the retail business has become the main trend of the global banking industry.In order to expand the scale of retail business,banks differ from each other through channels innovation,professional products,comprehensive marketing and integrative economy.With the rapid development of Chinese economy,the residents' demands for retail business increase fast.Facing the fierce competition,the banks start to transform business model,and set retail business as an important developing direction.At the beginning of the 21 st century,Agricultural Bank of China explicitly aimed to be the first-class domestic retail commercial bank.Agricultural Bank of China A Branch set an aim to be a bank with the biggest retail business and deposit market share in A city at the start of 2007,through zoning outlets function reasonably,building good image,service improvement and eliminating complaints exposure.At 2009,“3510” strategic had been drawn up to comprehensively promote the retail business transformation.And through the development of retail business theme from 2013 to 2015,A Branch adhered to keep the strategic position of retail business,took the customer as the center,the value-creation as the goal,the team construction as the basis,the risk prevention and control as the guarantee,and optimized the customer experience under the background of interest rate liberalization and internet finance.As a result,the retail business market competitiveness,value creativity,risk management,customer quality,social image of A Branch has been significantly increased.However,as the increasing changes in market environment,customer behavior and demand,competition,regulatory system,A Branch faces the challenges and tests of transformation,service capabilities,traditional advantages and development mode.Compared with the advanced bank at home and abroad,A Branch has the problem in the aspects of channel construction,process optimization,customer management,marketing and team building.Based on the analysis of A Branch's retail business development and the achievements of transformation,this paper finds out the problem during the retail business transformation.Then based on the experience of the domestic and foreign retail banking transformation,combined with the facing internal and external situation,the author puts forward further transformation strategy and guaranteeing measures.Under the condition of the economy slowing,interest rate liberalization deepening,supply-side structural reforming and real estate's adjustment,A Branch should further optimize the structure of assets and liabilities,further expand the channels of intermediate business income and take the initiatives to deal with the risk hidden because of supply side structural reforming.As online customer being increasingly active,A Branch should speed up the construction of electricity financial platform,financial services platform and social platform to realize the coordination of online and offline channels as soon as possible,and improve the capacity of obtaining guest.Facing the changes in customer behavior and demand,A Branch should focus more attention on product innovation and service optimization to raise customer management ability.In case,financial technology has been widely used,A Branch should make full use of new technology to establish excellent operating platform and Big Data analytic system to support the development of retail business.It is the time when talents means competitiveness,A Branch must strengthen professional talent team construction,pay special attention to the key positions and improve the stability of the talent to provide intellectual support for the development of retail business.When regulatory requirements get higher,the policy changes quickly,product innovations get more,A Branch must strengthen credit risk control ability,prevent the operational risk,strengthen the execution of regulatory policy,enhance accountability of risk,optimize risk control mechanism,and guarantee the healthy development of retail business.