Research On The Improvement Of Retail Banking Business Of The Harbin Branch Of ICBC

Retail financial services is one of the most traditional business of commercial bank.Over years of development,the retail banking business makes increasing contribution to commercial Banks.The traditional structure and pattern of commercial banks' profit making changed at the same time.With the impetus of interest rate marketization,internet finance and big data analysis,the competition of the retail financial market is increasingly fierce,which has further promoted the development of domestic commercial banks towards a more mature business pattern.In order to seize the commanding point of the development of retail finance,commercial banks have increased research and development(R&D)investment in this area to enhance market share and competitiveness and achieve the value of customer service.This paper takes ICBC Harbin branch(referred to as “Harbin Branch”)as the research object,starting from the perspective of how to develop retail financial business,drawing on the experience from the research results of the development of domestic and international retail financial business,stating the development and evolution of retail financial business,studying and judging the development trend of the current retail financial business and its impacts on profitability structure,product innovation,marketing methods and customer resources,and deeply analyzing the inner and outside opportunities and challenges faced by the retail financial business development.This paper shows the development status of Harbin Branch's retail financial business from different aspects,objectively and rationally analyzes the regional competitive status,the scale of saving deposits,the structure of individual customers,institution setting and channel construction;moreover,the paper finds out the gap between Harbin Branch and the advanced branches in the industry,as well as Harbin Branch's surface and deep problems in the process of developing the retail financial business.The paper deeply analyzes and summarizes the contributing factors in view of these problems and provides constructive suggestions for future development.This paper bases on the actual situation of Harbin branch and puts forward eight major recommendations for business development and management,including management development concept,channel construction landing,business promotion and propaganda,customer base consolidation,talent team training,system mechanism establishment,county branch special development,and risk public sentiment prevention and control,etc.A broad and detailed blueprint for the development of retail financial business of Harbin Branch in the coming period is drawn up.It is hoped that the measures and recommendations in this paper could be able to improve the retail financial business of Harbin Branch,consolidate its position of regional retail trade as one of the leading banks,and realize the value of social and brand service of ICBC.