| From the development situation of commercial banks,retail business has become an important source of profits in recent years,accounting for a large share.Compared with other businesses,retail business has a large number of customers and a complex and changeable customer demand.Faced with the impact of Internet finance and other new economic forms of business,the traditional retail business model of commercial banks has been unable to meet customer needs and win competitive advantages,and the implementation of digital transformation to improve the intelligent level of service has become the consensus of the leadership of commercial banks.Through the implementation of digital transformation of retail business,precision marketing and personalized services can be carried out for customers,so as to continuously enhance customer acquisition ability and promote the increase of retail business performance.Rural commercial bank is a financial organization serving agriculture,rural areas and farmers.Compared with large state-owned commercial banks,it is in a disadvantageous position in terms of scale,performance and scientific and technological strength.How to rely on their own advantages and use fintech to provide customers with diversified and differentiated services in the development of retail business is a new task that Rural commercial Bank needs to solve at the present stage,and also a new test for it to cope with the competition of large state-owned commercial banks.Based on the case study of YZ’s agribusiness behavior,this paper systematically studies the digital transformation strategy of its retail business.Firstly,the background and significance of the research are expounded,and the status quo,contents and methods of the research at home and abroad are introduced.The concepts of retail business and digital transformation of commercial banks are defined,and the theoretical basis of relevant analysis tools,long tail theory,financial innovation theory and customer satisfaction theory are introduced.Secondly,it analyzes the implementation status of digital retail business of YZ Rural Commercial Bank.This paper analyzed and elaborated from four aspects:general situation of YZ Rural Commercial Bank,general situation of retail business of YZ Rural Commercial Bank,questionnaire survey on implementation effect of digital retail business of YZ Rural Commercial Bank,existing problems of digital retail business of YZ Rural Commercial Bank.The external environment of digital transformation of retail business of YZ Rural Commercial bank,industry environment of digital transformation of retail business of YZ Rural Commercial Bank and SWOT of digital transformation of retail business of YZ Rural Commercial Bank are analyzed.Finally,the objectives and principles of the transformation strategy are elaborated,and the transformation strategy is designed from four aspects:customer management digital transformation strategy,product development digital transformation strategy,channel maintenance digital transformation strategy,and network service digital transformation strategy.The guarantee measures are put forward from four aspects:organizational system guarantee,resource input guarantee,risk prevention guarantee and performance appraisal guarantee. |
