Research On Optimization Of Digital Transformation Strategy Of Retail Business Of E Branch Of XMD Bank

In today’s era of rapid development of the Internet,financial technology is changing rapidly,customers’ financial needs are increasingly diversified,industry competition is becoming increasingly fierce,and cross-border competition has become the norm.Transformation and upgrading have become an inevitable choice for domestic commercial banks.Compared with other businesses of the company,the retail business has the characteristics of a large customer base,relatively concentrated business demands,a high degree of standardization of financial products,and obvious dependence on technology systems,which is more suitable for digital transformation.Therefore,how to optimize the digital transformation strategy of retail business to cope with market competition has become the key to solving the problem.This paper takes XMD Bank E branch as the research object to optimize the digital transformation strategy of its retail business.First of all,combined with the actual situation of XMD Bank E branch,the effect of the implementation of the digital transformation strategy of its retail business is evaluated by using the layer-side fuzzy evaluation method.Combined with the evaluation results,it is found that the problems existing in the digital transformation strategy are: precise marketing of retail customers and poor service.In place,insufficient application of data collection and sharing,lag in the digitalization of channel management strategies,and imperfect construction of digital-based retail business human resources system.Secondly,use PEST to analyze the external environment faced by the digital transformation of the retail business of XMD Bank E branch;Meanwhile,the internal environment of E Branch of XMD Bank is analyzed from five aspects: human resources,brand building,science and technology application,digital risk management ability and digital data application.Through SWOT analysis method to clarify the bank’s advantages and disadvantages,and determine the WO strategy adopted by XMD Bank E branch.Then,aiming at the problems existing in the E branch of XMD Bank,combined with the results of PEST analysis and WO strategy,it is proposed to strengthen the precise marketing and service of retail customers,promote the collaborative sharing and application of retail platform information,strengthen channel management,expand the application of digital scenarios and build a digital retail business based on The optimization strategy of four aspects of human resource system.Finally,it is concluded that: improving the strategic management level of retail business,continuously strengthening digital investment in branches,building an agile management structure,and strengthening risk management of digital transformation and other safeguards.Through the optimization research on the digital transformation of the retail business of the E branch of XMD Bank,it can not only enhance the effect of the digital transformation of the retail business of the E branch,and improve its market competitiveness;Certain lessons can be used to promote the digital transformation of retail business of commercial banks and achieve sustainable development of retail business.