Research On The Transformation Strategy Of N Rural Commercial Banks'Retail Business In The Context Of Internet Finance

The rapid development of social economy has led to a lot of changes in people's financial consumption habits.With the rapid development of big data and Internet Plus,it has caused a great impact on the operation and development of traditional commercial banks.On the other hand,the reform of China's financial system is advancing steadily and the market structure of interest rate has shaped up initially.It is the main source of their operating income that the traditional deposit and loan business of commercial banks.Meanwhile,what will make them face greater difficulties in the development is that the changes of the market structure and the market environment.Therefore,driven by the external environment and internal economic forms,the retail business of commercial banks must be further transformed.This paper takes the retail business of N Rural Commercial Bank as the main research object under the background of Internet finance,combines with the characteristics of Internet finance and the retail business of commercial banks,analyses its operation situation and the advantages and disadvantages in the local market competition.Strategies are proposed from five dimensions of ideological transformation,product enrichment,customer management,marketing and organizational construction,so as to realize the adjustment and optimization of various aspects,promote the continuous improvement of the scale and profitability of traditional retail business and expand the market competitiveness of agricultural commercial banks.The relevant research and the analysis carried out in the paper have a strong guiding effect on the retail business transformation of N Rural Commercial Bank,and have a certain reference for other small and medium-sized banks.