Research On Digital Transformation Of ICBC BY Branch Retail Busines

In recent years,digitalization has brought impact to the operation and management of banking industry while enhancing the operational efficiency of various industries.The rapid development of Internet finance has led to new customer demands for financial products and services,forcing commercial banks to open the door to digital transformation,and it has become an inevitable choice for banks to implement digital transformation of retail business to enhance their competitiveness.BY Sub-Branch has started to implement digital transformation of retail business under the guidance of the strategy of its parent bank.This paper selects the retail business of ICBC BY Branch as the research object against the background of digital era,firstly,analyzes and summarizes the current situation of retail business development of BY Branch,and explores the necessity of digital transformation of retail business of ICBC BY Branch on the basis of analysis of the internal and external environment in which BY Branch is located;secondly,on the basis of analysis of the current situation of implementing digital transformation of retail business of ICBC BY Branch,investigates the Secondly,on the basis of the analysis of the current situation of the implementation of digital transformation of retail business in ICBC BY Branch,we investigate and study the digital transformation of retail business in ICBC BY Branch and conclude the problems and causes in the process of digital transformation of retail business in ICBC BY Branch;finally,based on the analysis of the existing problems and causes,we propose optimized countermeasures and corresponding guarantee measures in the light of the actual situation of the business development of ICBC BY Branch,so as to promote the better development of retail business in ICBC BY Branch.This paper mainly takes Bank Reengineering Theory,Financial Innovation Theory and Customer Relationship Management Theory as the theoretical basis,selects the specific implementation of digital transformation of retail business as the research object,summarizes the current situation of domestic and foreign research through literature research method,investigates and studies the digital transformation of retail business of BY branch using questionnaire survey method,and combines with the use of TOE model,from three aspects of technology,organization and environment to We summarized the problems and explored the causes from three aspects: technology,organization and environment.Combining with the development reality of BY Sub-Branch,the optimization strategies and suggestions in line with the implementation of retail business transformation in BY Sub-Branch are proposed from three aspects: technology system construction,organization construction,and retail ecosystem construction,and finally the guarantee measures are proposed from five aspects: organization structure,system,incentive mechanism,risk management,and resources.This paper hopes to provide reference and guidance for the implementation of the future digital transformation of retail business in ICBC BY branch.