Research On Digital Transformation Of Retail Business Of Rural Commercial Bank Y

The continuous development of Internet technology has provided good opportunities for the development of the electronic economy.All industries have achieved digital transformation with the help of powerful Internet technology,and improved customer service experience with the support of Internet technology.The role of Internet technology is,first of all,to greatly improve the accuracy of marketing and to more accurately grasp customer needs.The introduction of artificial intelligence has further expanded the space for customer service,providing a new development opportunity for the financial industry that regards financial services as the only product.The development of digital technology is both an opportunity and a challenge for commercial banks.This study is also based on the background of the continuous development of Internet technology to analyze the digital transformation of commercial banks.This paper selects Y Rural Commercial Bank as the specific analysis object.First,it introduces the current situation of Y Rural Commercial Bank’s retail business products,customers and digital transformation.Second,it analyzes the problems of Y Rural Commercial Bank’s retail business digital transformation,such as the lack of features of retail products,the lack of customer channels for retail products,and the lack of online and offline collaboration,and analyzes the reasons for the lack of digital support for digital transformation,There is a lack of business talents for digital transformation,the risk of digital transformation is high,and the digital operation system is not fully established.Thirdly,combined with relevant theories,the paper puts forward the countermeasures for the digital transformation of Y Rural Commercial Bank’s retail business,including promoting the digital operation channels of retail business,innovating the digital products of retail business,reshaping the digital customer service mode of retail business,and promoting the online and offline digital collaborative service mode.Finally,the paper designs the guarantee measures for the implementation of Y Rural Commercial Bank’s retail business digital transformation countermeasures from the aspects of organizational support,data support,human resources guarantee,risk prevention guarantee,etc.At present,with the continuous development of financial technology,the development space of China’s commercial banks has been further expanded.This paper selects Y Rural Commercial Bank as the research object,and studies how commercial banks realize the digital transformation of retail business through actual case analysis.Based on the analysis of the current development situation of China’s financial market,the realization of digital and intelligent transformation of commercial banks is not only necessary for their own development,but also the development direction of the entire market.I hope this study can provide a reference for the transformation and upgrading of commercial banks.