Research On Competitive Strategy Of Retail Business Of Agricultural Bank Of China Jinan Branch

With the continuous adjustment and optimisation of the business model of commercial banks,the status of retail business has been significantly improved,and more and more commercial banks have begun to actively develop retail business,so that the profit source structure of commercial banks has been constantly changing.Compared with other businesses of commercial banks,retail business has obvious advantages.First,such businesses face little business risks and low capital investment;second,such businesses often bring stable and sustainable income to commercial banks;third,such businesses are subject to national policies and regulations and external markets.The impact of the situation is relatively small.Nowadays,the century-old situation continues to superimpose with the epidemic in the century.In the future,the global economy will face a long,uneven and uncertain and difficult climb.Traditional and non-traditional security risks will continue to increase,the international political and economic pattern will change,and the competition in financial markets will become more fierce.China’s economy is facing downward pressure that has not been seen for many years.Under the background of declining consumer expectations and supply-side transformation pressure,more and more commercial banks have invested more resources in the retail business sector,and retail business has also become a key topic that needs in-depth study.Based on the theory of core competitiveness,resource-based theory,customer relationship management,etc.,this thesis adopts comparative research method,PEST analysis method,SWOT analysis method,Porter’s five forces model analysis,and QSPM matrix analysis method to analyze the retail business of ABC Jinan Branch.The research on competition strategy found that the retail business of ABC Jinan Branch should adopt a differentiated competition strategy at this stage.Further,the retail business competition strategy of ABC Jinan Branch should be implemented through product differentiation,service differentiation and marketing differentiation.In order to ensure the implementation of the retail business competition strategy of Agricultural Bank of China Jinan Branch,this thesis proposes relevant guarantees from five aspects:improving the retail business system and organizational structure,increasing the investment of financial resources in the retail business,strengthening the construction of the talent team,strengthening the back-office IT construction,and strengthening employee assessment and incentives.measure.This thesis enriches the theoretical research on the retail business competition strategy of commercial banks,and provides the competitive strategy plan selection,plan implementation and safeguard measures that can be used for reference in the retail business of ABC.