Research On Retail Business Strategy Of GZ Rural Commercial Bank

With the rapid development of China's economy,the deepening of financial system reform and the increasing of residents' income,the demand of residents for banking financial services is becoming more and more diversified,and the retail business of commercial banks has entered a stage of rapid development.With the wide application of electronic information technology in commercial banks,there are good opportunities and huge development space for commercial banks to develop retail business.Compared with the traditional banking business,the retail banking business has become a new profit growth point and a competitive field for commercial banks at home and abroad because of its unique advantages in the development process,such as risk dispersion,low capital consumption,strong customer stability,broad market space and so on.By combing the theoretical research results of domestic and foreign scholars on the development of retail banking business,this paper summarizes the concept,connotation,types,characteristics,production basis and development trend of retail banking business,and analyzes the position of retail banking business in the process of commercial bank profit creation,This paper discusses the influence of the development of retail business on the liquidity,risk and profit model of commercial banks.On this basis,this paper analyzes the theory of pest,SWOT,industry competition structure and so on,This paper discusses the internal and external environment,advantages,disadvantages,opportunities and challenges for the development of retail business,and analyzes the difficulties and obstacles for the development of retail business of GZ rural commercial banks from the aspects of China's commercial bank system,financial supervision system,market structure,laws and regulations.According to the results of PEST analysis,SWOT analysis and industry competition structure analysis of GZ rural commercial banks' retail business development,and drawing lessons from the experience of domestic and foreign commercial banks' retail business development,The strategic direction of GZ rural commercial bank to develop retail business,including marketing direction,product system,target market and a series of strategic suggestions,and then put forward specific implementation measures,including customer marketing strategy,product innovation strategy,channel construction,talent training and so on.Thus,it provides working ideas and targeted policy suggestions for GZ rural commercial bank to develop retail business and improve the competitiveness of retail business.