The Retail Business Research On The Competitive Strategy Of The Huaxia Bank R Branch

In recent years,more and more attention has been paid to the retail banking business of commercial banks.From the global perspective,the current unstable factors of world economic development are widespread.The development rate of major economies is slowing down.From the domestic perspective,China has entered the new normal state of the economy in recent years,and the overall development speed of the financial industry has been slowing down,among which commercial banks,as the backbone forces of the financial industry,have also been greatly affected.The profits of the major commercial banks in China,including the four state-owned banks and the national joint-stock banks,have also declined to a certain extent compared with the previous period.The traditional business model of relying on deposit and loan difference to obtain profit can not meet the profit demand of current commercial banks.The retail business of commercial banks has the characteristics of high return on capital,good service relevance and strong ability to resist risks,so it plays a more and more important role in the development of commercial banking business.Huaxia Bank has gradually increased its attention to the development of retail business since several years ago,and has successively built some distinctive retail business brands,such as Longying Financial Management,Little Longren Mobile Bank,Longxing Wuzhou Financial Brand,Huachai Life elderly customer Service Brand and so on.At the same time,Huaxia Yidagin credit card,Jingying loan,Beijing-Tianjin-Hebei Synergetic card and a series of retail business products are launched.The bank’s retail customer group and retail business scale is also in a good trend of increasing year by year.However,after the establishment of Huaxia Bank R branch in Xiongan New Area,due to the restriction of its own conditions and the influence of external factors,the retail business of Huaxia Bank has not yet been able to make a breakthrough,and it is still in its infancy and needs to develop..In this paper,the retail business of R branch of Huaxia Bank is selected as the research object,the literature research method and the investigation research method are used to analyzes the internal and external environment and the industry environment of the R branch of Huaxia Bank,and study the competition strategy of the retail business of R branch of Huaxia Bank,so as to find the retail business development focus in the early stage of the r branch and explore the retail business management competition strategy suitable for the R branch’s own situation and development needs.In this paper,the retail business of R branch of Huaxia Bank is selected as the research object,and the internal and external environment and industry environment of R branch of Huaxia Bank are analyzed by using the methods of literature research and field investigation,and the retail business development strategy of R branch of Huaxia Bank is deeply studied in order to find out the focus of retail business development in the early days of the establishment of R branch and explore the retail business development strategy suitable for the R branch’s own situation and development needs.After a deep analysis that combine the competition strategy thought with the macro environment and competition environment of R branch of Huaxia Bank,this paper establishes a retail business competition strategy with differentiation strategy as the core.This essay is supposed to be helpful to the retail business developmen of R branch of Huaxia Bank.