Research On The Development Of Retail Business Of Shihezi Branch Of ICBC

Retail business is not only increasing in the proportion of banking business development,but also become a large number of commercial bank profit source of important channels.Its development is not only the process of promoting the deepening of China's financial industry in the field of personal economy,but also the objective need of China's commercial banks to survive and develop themselves.However,due to the late start of retail business in commercial banks in China,there is less innovation in research theory,and there is no forward-looking and guiding significance to the actual business.In addition,in recent years,with the promotion of interest rate marketization,the trend of financing and the rapid development of information technology,the business environment of commercial banks has undergone great changes.Using a scientific and reasonable attitude,we have adjusted the concept of retail business development with the help of the Internet financial development model.The retail business will change from homogenous competition to differentiated competition,from "sitting business"(waiting for customers)to "doing business"(actively tapping customer potential and actively creating new service demand),and from a single service function to a comprehensive service function.Providing more flexible and diversified financial products and services for mass enterprises and individuals is the key to the success or failure of the banking retail business reform and development in the present and even the future.Taking the development of the retail business of Shihezi Branch of Industrial and Commercial Bank as the research object,on the basis of collecting a lot of literature,this paper first introduces the domestic and foreign research results on the retail business of commercial banks,and expounds the current situation and trend of the development of the retail business of commercial banks in China.The development experience of retail business of advanced commercial banks abroad is revealed.The development status of Shihezi Branch of Industrial and Commercial Bank and its retail business are introduced.Secondly,through SWOT and PEST theoretical model,the development environment of retail business of Shihezi Branch of ICBC is analyzed,and the internal and external environment of retail business development is pointed out.Then,through the clarification of the strategic positioning,vision and goals of the retail business transformation of the Shihezi Branch of the Industrial and Commercial Bank of China and Commerce,the retail trade development strategy model was established,from the perspective of its retail business products,channels,and employee strategies.This paper puts forward the implementation plan of retail business development strategy of Shihezi Branch of Industrial and Commercial Bank of China and its demonstration and enlightenment to the banking industry.Finally,the paper analyzes the guarantee mechanism of the development of retail business of Shihezi Branch of Industrial and Commercial Bank of China.A retail business development mechanism in line with the specific situation of Industrial and Commercial Bank Shihezi Branch is established to further enhance the contribution of the retail business of Industrial and Commercial Bank Shihezi Branch.