Research On The Retail Business Discovery Strategy Of Huaxia Bank Lanzhou Branch

In recent years,the banking industry is faced with the situation of increased risks,compressed interest margin space and diversion of corporate financing demand with the new normal of the national economy,the reform of interest rate liberalization and the vigorous development of the capital market.The profitability continues to decline,so it is urgent to seek for new profit growth points.Retail business has the advantages of less capital occupation,strong bargaining power,risk diversification and relatively stable income,and the non-performing rate of retail loan is often lower than that of corporate business,which has become the key area of business transformation of various banks in recent years.With the increasing accumulation of residents’ wealth,retail customers have become the largest customer group of banks.By providing diversified retail products for consumers of all levels to choose from,banks have brought convenience to residents’ life,whether it is wealth appreciation or capital demand.Thus,retail business will become the key areas in the future development of the banking industry.This article selects Lanzhou branch of Huaxia bank which is late into the market of the joint-stock Banks in Gansu province as an example,its retail business scale which is the last member of the eight joint-stock trade in the province is relatively weak.With the "big retail oriented" in the banking industry,study the development of the retail business for Lanzhou branch of Huaxia bank have a vital role for the overall operating conditions.In this paper,by studying the development of retail business of Lanzhou branch of Huaxia bank since it opened in 2018 and horizontal comparison to find out the current problems existing in the development of its retail business.Using the PEST and Porter’s five forces tool to analyze its retail business external environment,and then analyzes its internal environment.At last,through the SWOT analysis matrix to determine its overall goal of retail business development,put forward specific policy suggestions,provide policy support for the development of retail business of Lanzhou branch of Huaxia bank in the future,in order to improve the retail business profitability and enhance the level of the overall operating performance and profitability.