Research On The Difficulties And Countermeasures Of The Digital Transformation Of ABC WH Branch

Financial technology has changed the way of social production and life,and has a certain impact on the traditional banking business model.The banking industry has begun to explore the way of digital transformation in order to deal with the industry competition and cross-industry competition.However,due to the solidification of bank business model,complex organizational structure,limited innovation ability of financial science and technology application,the overall digital transformation of banks is not high,and the traditional financial service model has not changed fundamentally.Since 2018,ABC has begun to implement digital transformation from top to bottom.However,most of the existing research results on the digital transformation of banking industry only stay at the macro level.And there is no unified standard for the definition and content of transformation in the banking industry.Therefore,there are many difficulties in implementing some policies.ABC WH branch is a secondary branch of Agricultural Bank of China.Due to the lack of theoretical guidance and practical experience in this regard,some specific problems are gradually exposed in the process of digital transformation.In order to research the specific problems existing in the digital transformation of ABC WH branch and optimize the future digital transformation strategy,this thesis selects ABC WH branch as the research object,and comprehensively analyzes the macro environment,competitive environment and its own internal environment by using PEST analysis method,internal factor evaluation matrix and other analysis tools,combined with relevant management theories.On this basis,through questionnaires,field surveys,interviews and other research methods,obtain as accurate and objective data as possible to analyze and study the shortcomings of ABC WH branch in post allocation,channel construction,operation management and marketing management in the process of digital transformation.In order to solve these problems in digital transformation,this thesis combines the current situation of digital transformation of ABC WH branch,adopts the parallel way of short-term goals and long-term goals,branch measures and sub-branch measures,and innovatively uses service blueprint,Maslow’s hierarchy of needs theory,production planning theory and a series of modern marketing theories,combined with the application achievements of the latest FinTech such as open banking and intelligent middle platform.,and puts forward the digital transformation scheme design and safeguard measures suitable for ABC WH branch.These designs and measures include establishing transformation ideology,deepening service and marketing reform,deepening operation reform,building an open ecosystem and establishing a system of data openness and sharing.At the same time,it is necessary to strengthen the guarantee of organization,talents,assessment and incentives,and strengthen risk compliance management.