Research On Retail Business Transformation Of Leshan City Commercial Bank

Since the 21 st century,Internet technology has entered a period of rapid development,and enterprises have gradually realized the important role of Internet technology for development.With the promotion of industrial diversification strategy and popularization of Internet communication technology,Internet enterprises integrate science and technology into the financial field by virtue of their technological advantages,thus generating Internet finance and competing with traditional commercial banks in deposit,loan and foreign exchange.This new financial model has a great impact on the retail business of traditional commercial banks,especially on city commercial banks.To adapt to the financial environment under the new situation,many commercial banks are actively exploring the application of Internet technology.With the strategic goal of "science and technology revitalizing the bank",they are changing their business ideas,adjusting their business models,striving to build a "new retail bank" and realize the transformation of retail business.In this paper,Leshan City Commercial Bank's retail business is selected as the research object,and discussed how to transform the bank's retail business in the context of the rapid development of Internet finance,so as to find a new profit growth point and build a new type of retail bank.The application of Internet technology can help LSCCB to eliminate the technical advantages of sci-tech financial enterprises,and gain a place in the competition of fierce financial market.It is only when that business of LSCCB is transformed before other small and medium banks in China that it is possible to take an advance in the retail financial market.Therefore,the transformation of retail finance business is bound to be the driving point for the future profits of small and medium-sized banks,which can gradually enable small and medium-sized banks to compete with large banks and large Internet financial companies.This paper is of great significance to the research on LSCCB's retail business transformation.It aims to help the bank formulate and improve the strategies for the transformation of retail business,and improve LSCCB's market competitiveness,reform the business structure,optimize asset allocation and Improve profitability.This paper consists of six parts.The first chapter mainly introduces the background of the current financial market environment,as well as domestic and foreign scholars on the research of the similar problems view;Chapter two mainly introduces the general situation of retail business of commercial banks.The third chapter introduces the development of Le Shan City Commercial Bank's retail business and the current difficulties.Chapter four mainly analyzes the impact of Internet finance on Le Shan City Commercial Bank's retail business,and analyzes the necessity and direction of the bank's transformation through SWOT.Chapter five puts forward the retail business transformation strategy of LSCCB.The bank could transform from four aspects: brand image,scientific and technological application,product innovation and talent training.Chapter six is the conclusion and prospect.As a small city commercial bank,LSCCB is under the double attack of Internet finance and large domestic banks.Therefore,the situation is not optimistic for LSCCB.LSCCB should abandon the backward business philosophy of "scale driven",and focus on the construction of Internet financial business,and supplemented by intelligent offline outlets,and strengthen the intelligent management of retail business,and expand the proportion of intermediate business continuously to increase the source of profits.In addition,make good use of the dividend of scientific and technological progress and integrate the cultural history of local city,so as to improve the differentiation level of retail products,and show the essential characteristics of LSCCB different from others,and establish the brand image of "boutique bank" better.The transformation of retail business is the only way for city commercial banks to break the monopoly of state-owned big banks in financial market and realize "overtaking on a curve".The combination of retail business and technology should become the absolute core force for the business development of LSCCB and other city commercial banks.