Research On Digital Transformation Strategy Of Commercial Bank Retail Business

Facing the slowdown of China's economic growth,the intensification of interest rate liberalization and financial disintermediation,and the policy environment of strong supervision,commercial banks have basically realized the transformation of their business structure,with retail business as their core development business;The continuous deepening of the service has led to the digital migration of service channels and carriers,the digitization of customer transaction behaviors,and the intensification of inter-industry and cross-border competition,so that the retail business of commercial banks must accelerate digital transformation.However,the digital transformation of retail business of commercial banks is faced with challenges in many aspects such as strategy,technology and customers.Most banks are affected by the lack of "leader" strategy,large technology and talent gaps,and customers' preference for Internet financial wealth management products.This article uses a case study method to take the leading “Retail King” China Merchants Bank and “Retail Rising Star” Ping An Bank as examples,comparatively analyze their transformation strategies,effects,and leading advantages,make corresponding summary evaluations,and review the two banks Analysis of the current resistance in the transformation,and finally,after a summary of the case,it was found that there are still some problems in the transformation of the two banks,including the difficulty in coordinating financial technology and compound talents,the serious homogeneity of product services and the refinement of customers The degree of management is not high,and puts forward countermeasures and suggestions for specific problems,providing reference directions for the later digital transformation strategies of the two banks.At the same time,the analysis and summary of the case can provide reference for the formulationof digital transformation strategies of other banks' retail business.