| The Fifteen Digital Economy Development Plan,2021 by the State Council,China’s cabinet,calls for accelerating the digitisation of services such as finance across the board.The“Shenzhen Banking and Insurance Industry Digital Transformation Action Plan-LRB-2023-202 Shenzhenzhen banking and insurance supervision and development(20No.no.118)aims to accelerate the reform,transformation and high-quality development of banking and insurance institutions,highlighting the location characteristics of demonstration-led,identify the bottom-line objectives to be achieved by stages and the direction of innovation for the head organization.Based on the development of digital economy and the digital transformation of enterprises,commercial banks are faced with huge transformation needs.For the regional small and medium-sized banks in the digital transformation,how to combine their own resources advantages and development trends,the development of digital transformation strategy in line with their own development has great significance.In this paper,the Rural Commercial Bank of Shenzhen Digital Retail Business Transformation as the object of study,using literature study,case study,investigation and research methods.First of all,according to the relevant theory of retail business digital transformation and the reference of relevant literature at home and abroad,this paper laid a foundation for the study,then,according to the background and significance of the research on the strategy of retail business digital transformation of Shenzhen Rural Commercial Bank,the research ideas,contents and methods of this paper are clarified,and the innovation points are found out.Secondly,the PEST macro-environment analysis,the advantages and disadvantages of the development of retail business,and the status quo and shortcomings of digital marketing can be carried out for the Shenzhen Agricultural and Commercial Bank,that there are still many deficiencies in the capacity-building of digital marketing,digital talent and customer management fine enough,core value customer lack of systematic business planning,customer channel touch point coverage,etc.,the main reasons are the lack of data support in business development,the lack of tools in customer marketing maintenance,the relative backwardness of data technology,the stratification of core customers,the lack of systematic cluster management,the lack of combing and analysis of important customer journey,etc.,finally,it failed to form a two-way driven business development model with user experience as the core and data-driven decision-making.Thirdly,the strategy of digital transformation of the retail industry of the bank is formulated from three angles: first,based on the local market,strengthen the systematic management of the customer group with characteristics and core values;second,channel linkage,third,to promote the data decision-making culture with business opportunities and realize the three aspects of joint operation to develop retail business,at the same time,to ensure the smooth implementation of the strategy,three measures are put forward: first,build three cross-functional teams to promote business development and digital capability penetration for the whole bank;Third,enhance the capacity building of digital platform system.Based on the background of the rapid development of digital technology,this paper takes the digital transformation and development of retail banking as the key research goal.Shenzhen Agricultural and Commercial Bank was selected as a case study,and combined with digital marketing maturity assessment model indicators to analyze the current situation of the bank’s digital capacity-building and deficiencies,and combined with the bank’s own regional characteristics and its own resources advantages of the specific transformation strategy.The innovation of this paper is that Shenzhen Rural Commercial Bank is located in a Shenzhen Special Economic Zone and regional small and medium-sized bank,and the case study of this bank is typical.On the basis of the case study,this paper puts forward the strategy of retail business digital transformation for the bank,which has a certain reference value for the development of retail business digital transformation of regional small and medium-sized commercial banks.The inadequacy of this paper is that the case study of Shenzhen Rural Commercial Bank has local and regional characteristics,so it is not universal to provide reference for the development of our commercial bank’s retail business digital transformation. |
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