Research On The Influence Of Retail Business Transformation On The Development Of Commercial Banks

With China's economy entering recession and financial regulation being tightened,the non-performing corporate loans of commercial banks have risen sharply,and the demand for new public loans has decreased rapidly.The traditional profit model of banks has been greatly impacted.At this time,the process of interest rate marketization was accelerated,and various financial institutions established and developed to seize the inherent market of banks.At the same time,because the traditional profit model relies too much on corporate business,after the decline of corporate business,the bank's profit is significantly reduced year by year.These factors make commercial banks choose to change the traditional business model.Turn the target market to retail customers,and turn the resources in the bank to retail business.This is the beginning of retail business transformation.In this paper,the data of all listed commercial banks in China from 2011 to 2018 are sorted out.In order to ensure the effectiveness of subsequent analysis,only 8national joint-stock commercial banks and 3 local joint-stock commercial banks are retained after screening.After a preliminary analysis of these 11 listed commercial banks,China Merchants Bank is selected as the reference for comparative analysis.And it is used to compare with national joint-stock commercial banks and local joint-stock commercial banks.The comparative analysis is mainly carried out from the following 3perspectives: business performance,market performance and employee situation.First of all,from the perspective of business performance,it mainly analyzes the 3 business data of retail savings,retail loans and credit card business to understand the change trend of their operating revenue,operating expenditure and profit,so as to get the customers' views on the commercial banks with retail business transformation.Secondly,from the perspective of market performance,it analyzes the market's views on the commercial banks with retail business transformation through the four ratios of price ratio method(PE,PB,PS and Tobin's Q).Third,from the perspective of employees' situation,the paper analyzes the salary treatment and efficiency of the bank by analyzing the data of per capita salary,per capita income and per capita profit,so as to know the employees' views on the Commercial Bank of retail business transformation.Finally,from the above comparative analysis,this paper summarizes the measures takenby these listed commercial banks,finds out the measures to enhance the profitability of commercial banks,and provides all domestic commercial banks as a reference for transformation.In this paper,through the screening of listed commercial banks,select eligible research objects.From the perspective of business performance,market performance and staff situation,this paper analyzes the impact of retail business transformation on commercial banks,and summarizes the experience and measures.It hopes to play a guiding role for the steady development of commercial banks that have begun to transform,and provide reference value for commercial banks that have not yet begun to transform to choose their own transformation mode,so as to promote the transformation process of retail business in China's commercial banks and improve the competitiveness of China's commercial banks.