Research On The Competitive Strategy Of Y Bank's Retail Busines

With the prosperity of the market,the quality of daily life of citizens is improving day by day,the values of the people are constantly changing along with the changes of the market economy,the concept of personal and family financial management is gradually established,and the retail business has achieved unprecedented development.Major state-controlled banks and city commercial banks also adapt to the market development and change,retail business as a key business development direction.In the face of fierce competition in the market environment,how to stand out among many retail financial products,attract customers’ attention and enhance customer loyalty has become the key to be urgently solved by banking enterprises.This paper focuses on the research of Y Bank,one of the fast-growing joint-stock commercial banks in China in recent years,on the basis of in-depth understanding of the development of Y Bank’s retail business,combining with the knowledge,using the competitive strategy analysis tools,from the perspective of competitive strategy,using PEST analysis,five forces model and other strategic analysis tools,to grasp the advantages and disadvantages of y-bank’s retail business development and the current main problems,in-depth excavation of the root causes of the problem.Based on the internal and external environment of Y Bank,analyze the internal and external environment,according to the specific situation of Y Bank,choose differential competition strategy,“The right medicine”.In order to protect the implementation of competitive strategy,to provide the corresponding protection measures to ensure the development of Y Bank’s retail business long-term effect.This study can add content to the theory of competitive strategy selection in retail business,and also provide a reference for the development of shareholding system and the retail business of the whole banking industry.