Research On The Development Strategy Of Retail Financial Business Of CH Rural Commercial Bank

With the deepening of institutional reform in various industries in China,the traditional financial system operation mode has also changed.The thriving market environment and continuous innovation of operational ideas all make the market competition in the financial industry become increasingly fierce.Moreover,China's social and economic composition has entered a new stage.With the improvement of per capita consumption level,retail projects of Banks will become the most popular financial business in the society,which will gradually become the driving force for the development of modern commercial Banks and become the main source of profits of Banks.Therefore,how to better develop retail business has become an important strategic choice for commercial Banks.CH rural commercial bank is a rural financial institution that has been restructured for 4 years as a local urban commercial bank.In recent years,relying on its full coverage of business outlets in both urban and rural areas,CH rural commercial bank is also vigorously developing its retail financial business.This paper studies the relevant theories of retail banking business of commercial bank,the CH bank retail banking business development status are analyzed,discussed its retail banking business development strengths,weaknesses,opportunities and challenges,in view of the deficiencies and problems,to the CH bank retail banking business development put forward the countermeasures and Suggestions: one is based on customer demand as the guidance,retail financial products innovation,set up a system of "rural revitalization" product;Second,develop differentiated and rich marketing methods;Third,simplify the retail business process,expand Internet service channels,retain old customers and expand new customers;Fourth,optimize the combination of organization and strengthen the risk management of retail credit;Fifth,to build a professional team,the establishment of retail talent system.Not only provide reasonable Suggestions for the development of retail business of CH rural commercial bank,but also provide valuable constructive Suggestions for the development of financial retail business of other rural commercial institutions.