Research On Problems And Countermeasures Of Retail Business Of Commercial Banks Under The Background Of Interest Rate Liberalization

Commercial bank retail business refers to the business that commercial banks provide a series of financial services such as wealth management,securities trading and other consulting for natural person families and small and medium-sized enterprises.Driven by the rapid development of China’s economy in recent decades,domestic residents have accumulated a certain amount of wealth,increasing their demand for wealth management and securities trading.In addition,affected by the narrowing of interest spreads caused by the reform of interest rate liberalization,the profit contribution of commercial banks’ interest business has gradually decreased,making commercial banks take retail business as a new business development point to make up for the negative impact of narrowing of interest spreads..Although retail business is the future development and transformation direction of commercial banks,there are still many problems in the development of retail business of domestic commercial banks,such as serious product and service homogeneity,low product innovation,and difficult customer wealth management needs Effectively satisfied,the professional level of the workforce is low,etc.Based on the relevant theories of commercial banks’ retail business,this paper analyzes the necessity of commercial banks’ retail development under the background of interest rate liberalization combined with specific data.The challenges and problems faced by commercial banks in the development of retail business mainly include prominent service homogeneity,low level of product innovation,weak business brand effect,imperfect construction of retail banking system,penetration and competition of Internet financial institutions,and risks Weak control ability,etc.Then take China Merchants Bank’s JNGX branch as an example to describe the development process and measures of China Merchants Bank’s JNGX branch’s retail business,and use the PEST model to analyze the macro environment for China Merchants Bank’s JNGX branch’s retail business development.The industry environment faced by the business development,the SWOT analysis method is used to analyze the market competitiveness of the retail business of China Merchants Bank’s JNGX sub-branch,and to find out the current problems in the development of the retail business of China Merchants Bank’s JNGX sub-branch.Finally,in view of the problems existing in the development of retail business of China Merchants Bank’s JNGX sub-branch,combined with the current problems and challenges facing the development of retail business of domestic commercial banks,it puts forward relevant countermeasures and suggestions for the development of retail business of commercial banks,so as to provide support for the development of retail business of commercial banks.