| Nowadays Chinese economic has stepped into new normal status.Economic downturn effect and Internet financial impact push more and more commercial banks gradually focus on retail business and make it as new source of profit growth.In the county domain financial markets with more and more fierce competition,retail business competitiveness in some terms determines its integrated competitiveness.Agriculture Bank of China(short for “ABC”),as one of three big banks,if it wants to further strength and enhance it is function in county domain financial markets,implementation of retail business transformation is a necessary must.The essay will discuss the topic of retail business transformation deeply,in which the reason will be analyzed and how can we realize transformation.The essay mainly use literature analysis method,quantitative and qualitative analysis methods,comparison and survey methods.Based on literature theory and field surveys and collection of data,combined with domestic and international transformation cases,it provides theory and data support for the conclusion.The introduction part firstly tells the research background,research content,research meaning,the method involved and domestic and overseas literature overview,which emphasize the importance of county domain transformation.Next,it introduces the content and feature of retail business.Combined with the retail business development of Bank,it introduces the long tail theory,customer management theory and Maslow's theory of needs hierarchy,providing a theoretical basis for full essay.With in-depth investigation and large data to support,based on Agriculture Bank in J county the author has made detailed comparison for Agriculture Bank in J county and other finance institutes in this area from the following 5 aspects like the general situation and developing tendency of retail business,Individual Liability,Individual customer management,Quality service for Customer,Retail Policy,Main products comparison,so that draw a conclusion that transformation county Agriculture Bank retail business is vital and necessary.The author use SWOT strategy analytical method to analyze the inner and outer environment for County Agriculture Bank retail business development,based on analysis of SWOT Matrix Diagram to get the strategies which will be applied in county agriculture bank retail business transformation.In the last,the author analyzed the advanced experience in commercial bank transformation both home and abroad and combine the actual situation in county agriculture bank,come up with workable suggestions and good measures in County agriculture Bank retail business transformation. |
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