A Study On Retail Business Transformation Performance And Promotion Strategies Of Y Branch Of BOC

Under the background of structural adjustment of market economy,financial deleveraging and rapid development of Internet finance,leading commercial banks in China are facing with a changing market environment in which a steady development is eagerly quested under the new normal of China's economy.Retail business brings stable low-cost liabilities for commercial banks.Compared with public business,the concentration of retail business is relatively low and the risk is relatively dispersed.Therefore,developing retail business could alleviate the volatility of public business development for banks.This thesis takes Y branch of BOC as the research object,analyzes its retail business transformation efficiency in depth,then puts forward improvement measures.As one of the provincial branches of a national joint-stock commercial bank,Y branch of BOC has been established for a short time and is located in an inland city with a relatively slow economic development that results in unique market competition and selfdevelopment.Based on these realistic conditions,this research analyzes Y branch of BOC systematically for its advantages and disadvantages in the retail business development by the SOWT analytic method,as well as measures and practical effects in the process of retail business transformation from four dimensions of liabilities business,assets business,intermediate income business and customer business,by the comparison and evaluation of which the author explores the characteristics of retail business development for Y branch and proposes performance promotion strategies after the retail business transformation.Inspired by the practical retail problems in Y branch,this thesis studies the data as well as realities,obtains effective strategies for the performance and promotion for retail business in Y branch,especially for the breakthrough point and relevant safeguard measures which is practical valuable.Furthermore,as a provincial branch of a national commercial bank,this case study of Y branch also provides a reference scheme for provincial branches to find a more suitable development strategy under the framework of each head office.