Research On The Problems And Countermeasures Of China CITIC Bank Z Branch Retail Business Under The Background Of Internet Finance

Over the past 70 years,China has made tremendous achievements in economic development,at the same time,as a new form of business and economy,"Internet + " has a huge impact on increasing efficiency,promoting industrial transformation and social development.The emergence of Internet finance,which promotes the development of financial inclusion and meets the financial consumption needs of its customers,also has a strong impact on the traditional financial institutions such as commercial banks.Therefore,how to break through the bottleneck of development,realize the transformation and upgrade,better serve the development of real economy and meet the needs of diversified consumer finance become the urgent problems to be solved in the new situation.Based on the Long-tail theory and Hypermoney supply theory,this paper chooses CITIC Bank Z branch as the research object.Firstly,retail business is taken as the research topic after combing the current situation of banking business;Then it sorts out the relevant theories of Internet finance and retail business of commercial banks to lay a theoretical foundation for the article;Furthermore,it explains the development status of retail business of Z branch through on-the-spot investigation,and interview is used to verify the problems of retail business process,product,service,customer management and channel construction;Finally,combined with specific problems about product innovation,optimization of customer relationship management,integration of business processes,strengthen talent reserves and other optimization measures and methods.Promoting the innovation and development of retail business is an inevitable measure for Z branch to enhance its competitiveness,and also an important direction for its future development.And through the research of this paper,it provides the development direction for the commercial banks to adjust the business structure,speed up the integration with the Internet,realize the transformation and upgrading,and further promote the financial industry in promoting the development of the real economy,to solve the financing problems of small and medium-sized enterprises,and finally provide reference and guidance on how to promote the financial industry to achieve high-quality development.