Research On The Retail Business Transformation Strategy Of Rural Commercial Bank’s Intelligent Outlets

Under the background of the new normal of economy,the financial situation is complex and changeable,and the external development environment of the banking industry has changed dramatically.At the same time,the development of the banking industry is facing new opportunities and challenges.Due to the continuous decline of macro-economy,marketization of interest rate,technological progress,upgrading of customer demand and stricter supervision,these changes have brought great impact on the traditional development path of the banking industry,the traditional business is being eroded,and the construction of asset liability management needs to be accelerated,especially for rural commercial banks,which need to find a new balance point in the scale expansion and structure optimization,"Light and retail" has become the core of the transformation strategy of rural commercial banks.The future development trend of rural commercial banks has gradually moved towards transformation,digitalization,refinement and integration.The research on the transformation strategy of retail business of its intelligent outlets has played a crucial role in the better transformation and development of rural commercial banks.This paper takes jn rural commercial bank as an example,through expounding the current situation of its traditional retail business and intelligent retail business,and using SWOT analysis method to analyze its external environment and internal environment respectively,then leads to the external and internal factors of JN rural commercial bank’s intelligent retail business transformation,and optimizes the path of intelligent retail business transformation according to the problems According to the problems existing in the transformation of JN agricultural commercial bank’s intelligent retail outlets,this paper designs the retail business marketing countermeasures suitable for its own development from three aspects of product development strategy,product marketing strategy and risk management strategy,which are suitable for the current new situation.Finally,it carries out all-round optimization measures from four aspects of organizational management framework,talent management,incentive mechanism and technical support The protection of the position provides a reference for the intelligent outlets of agricultural commercial banks to solve the bottleneck problem of retail business after the transformation.Through the research,it is found that in the process of the transformation of the retail business of the intelligent outlets of agricultural commercial banks,we should adhere to the principle of customer orientation,product as the cornerstone,integrate channels,improve services,control risks,and constantly improve the market competitiveness of agricultural commercial banks.Finally,we put forward relevant measures from the three strategies of product development transformation,sales channel innovation,and risk management strategies to adapt to the intelligent network of agricultural commercial banks The article then from the management structure,talent training,incentive mechanism and financial technology four aspects to ensure the implementation of the retail business transformation strategy of intelligent outlets.This paper is rich in practice and operability.I hope that through the research of this paper,it can provide a good reference for other agricultural commercial banks in the province,and even for the retail business development of transformation outlets of agricultural commercial banks in China.