Research On Digital Transformation Strategy Of Personal Financial Business Of Industrial And Commercial Bank Of China HD Branch

With the continuous development of global digital technology,China’s digitization process has been rapidly promoted,and a relatively complete digital system supply chain has been gradually formed.A digital industrial network has been built in all processes such as data collection,digital labeling,sequential digital,system management,data storage,commercial automation processing,data mining and research,and data security,The level of data management and use continued to improve.The acceleration of digitization also promotes the transformation of the banking industry.From traditional outlets to network finance and then to Digital Banking,digital economy is reshaping the ecosystem of banking industry.Only by keeping up with the development trend of cutting-edge technology and fully promoting digital transformation,can China’s traditional commercial banks improve their market competitiveness and realize the high-quality development of banks.As the largest bank with assets in China,industrial and Commercial Bank of China has made a comprehensive strategic deployment in digital transformation.In order to implement the digital transformation strategy proposed by the head office,ICBC HD branch is actively exploring the digital transformation strategy suitable for the bank.This paper takes the digital transformation strategy of personal financial business of HD branch of ICBC as the research object,which is divided into five parts.First,it introduces the background,objectives and significance of this research,expounds the research status at home and abroad,and introduces the research ideas,analysis themes,analysis means and innovation of this paper.Secondly,it expounds the current situation of the digital transformation of HD sub branch’s personal financial business,and analyzes the existing problems and causes of the digital transformation of HD sub branch’s personal financial business,including the simplification of customer acquisition scene,extensive customer management,serious product homogenization,backward promotion methods,etc.Third,use pest theory to explore the external environment for HD branch to implement digital transformation,analyze the internal environment from four aspects: system construction,customer resources,corporate culture and talent construction,and conduct SWOT analysis from internal advantages and disadvantages,external opportunities and threats in combination with the internal and external environment of HD branch,Explore the necessity,conditions and problems of digital transformation of HD sub branch’s personal financial business.Fourth,on the basis of the above analysis,aiming at the problems existing in the digital transformation of HD sub branch’s personal financial business,it has formulated four strategies: full scene mutual integration and customer acquisition strategy,big data system management strategy,personal financial digital product marketing innovation strategy and digital precision promotion.Fifthly,in order to ensure the smooth implementation of the strategy,four guarantee measures are given,including strengthening public-private linkage and customer communication,building agile organization and talent echelon,strengthening artificial intelligence of traditional outlets,and consolidating the supporting support of accurate promotion.This paper tries to provide feasible ideas for the digital transformation of personal financial business of ICBC branches and other commercial banks by studying the digital transformation strategy of personal financial business of HD branch.Other banks should fully understand their own advantages and disadvantages,formulate targeted strategies for the digital transformation of personal financial business,seize opportunities and enhance market competitiveness.