Research On Digital Transformation Scheme Of Longkou Rural Commercial Bank Retail Business

With the gradual perfection of our country’s market economy system and the rapid development of digital economy,the competition among banks is becoming more and more fierce.The traditional retail business operation mode,which relies on building physical outlets and developing crowd tactics,is also facing digital transformation and change.Moreover,with the tightening of financial supervision,the implementation of LPR interest rate,new asset management regulations and other policies,the margin space of commercial banks has gradually narrowed.How to reduce operating costs,accurately obtain customer needs,accurately provide characteristic services,effectively broaden the basic customer base,so as to achieve sustainable development of retail business,has become a challenge and opportunity for the current and future digital transformation of retail business of commercial banks.Therefore,this paper tries to provide some reference for the digital transformation of retail banking through the case study of Longkou Rural Commercial Bank.The research object of this paper takes Longkou Rural Commercial Bank as an example to analyze the status quo of the digital transformation of the retail business of Longkou Rural Commercial Bank,and finds out the problems existing in the digital transformation of the retail business of Bank,that is,the network function layout is not reasonable,science and technology support is insufficient,human resources allocation is not reasonable,business performance can not be effectively measured,marketing methods and lack of product innovation.This paper studies the factors influencing the digital transformation of Longkou Rural Commercial Bank’s retail business from the organizational level,the human resources,financial Sunac,construction funds and external competition.This paper proposes a design for the digital transformation of Longkou Rural Commercial Bank’s retail business,that is to optimize the network function layout,strengthen the strength of digital technology support,optimize the allocation of human resources,improve the digital performance appraisal system,innovative digital marketing means and financial products.And at the same time from the organizational structure,system construction,capital investment,incentive mechanism,wind control platform and other five aspects of the protection measures.