Research On The Retail Business Transformation Strategy Of CZ Bank Xi'an Branch

In recent years,with the national joint-stock commercial banks as the representative,the theory of "retail banking" has been put on the strategic agenda again by banks.Especially in the financial environment of "strong supervision,deleveraging and tight restraint",small and medium-sized banks are facing many pressures,such as increasing difficulties in debt operation,rising non-performing loans and declining profitability.Compared with company business,retail business has become the "ballast stone" for the development of small and medium-sized joint-stock commercial banks because of its low cost,stable customer base,low threshold,market development space and great potential for future revenue growth.At the same time,with the intensification of external competition and the increase of customer maintenance costs,the development of retail business of major commercial banks has begun to face obvious polarization.Among them,CZ Bank's retail business started out late.the whole system of CZ Bank's retail business is slightly single,and the development of retail business is constantly facing challenges.Finding the positioning of CZ Bank's retail business development and realizing the smooth transformation of retail business is the key direction of this paper.Firstly,this paper combines the internal and external factors and regulatory requirements of commercial bank retail business transformation,and analyses the necessity of CZ Bank Xi'an Branch's retail business transformation,thus setting the tone for the full text research.Then,through the explanation of the relevant theoretical basis of the current joint-stock commercial bank retail business transformation,combined with STP analysis,SWOT analysis and other analysis methods,the internal and external environment and opportunity challenges of the retail business transformation of CZ Bank Xi'an Branch were analyzed.Secondly,from the optimization of its market positioning,the selection of market segments,and the search for comparative advantages,the paper studies the product strategy,price strategy,channel strategy and promotion strategy of CZ Bank's retail business transformation.Finally,under the premise of considering the optimized safeguard measures,we can achieve the effect of transformation and optimization.This paper makes a comprehensive reflection on the transformation of the retail business of CZ Bank Xi'an Branch,and puts forward some feasible suggestions based on the existing conditions.This is not only important for CZ Bank in the transformation of retail business,but also has certain reference value for small and medium-sized joint-stock commercial banks and city commercial banks with similar scale.