近几年，伴随全球金融科技和数字经济的蓬勃发展，中国银行业纷纷开启零售转型和数字化转型。十四五规划提出“加快数字化发展，建设数字中国”，围绕金融服务实体经济和十四五经济社会发展，高质量开放和数字化转型，成为金融业发展的关键词，这种趋势下，金融服务快速进行多领域融合，银行围绕数字化转型成为金融开放生态发展的主要实践者和推动者。随后人民银行和银保监会针对“推进金融科技发展和数字化转型”相继出台各项政策。尤其近三年受新冠蔓延、美国制裁影响，国内实体经济受到重大冲击，也加速了转型的步伐。 在此背景下，本文以金融创新理论、客户关系理论、长尾理论等为基础，运用案例分析法、专家访谈法等，对P银行零售业务进行数字化转型的具体做法及落地情况分析研究，总结目前仍然存在的问题并提出下一步转型的策略建议。P银行是国内股份制银行零售转型和数字化转型的先行者，通过分析其转型效果，证实了数字化转型对银行零售业务精准获客、降本增效等有明显的促进作用。同时通过与股份制龙头招商银行的对比，也发现了一些目前转型进程中仍存在的不足，并提出下一步的改善举措，对该行更好的进行后续的转型工作有一定的借鉴和参考意义。 首先，引入研究问题。文章阐述了选题的背景和研究方法，并通过查阅国内外与银行业开展零售业务数字化转型的相关文献，了解当下对商业银行开展零售业务数字化转型的研究情况。 其次，分析转型情况。分析转型的动因，并选取具有代表性的国内外商业银行，分析其转型情况，了解目前全球银行业数字化转型的开展情况及特征。通过访谈内部关键人员、与行业龙头对比，重点分析P银行目前转型的开展情况，具体做法及取得的成果，分析目前仍然存在的不足。 最后，提出改善举措。要以“陪伴客户全生命周期旅程，提供润物细无声式的金融服务”为目标，提升数字化经营能力，持续颠覆升级商业银行零售业务的商业模式。 我国商业银行零售业务开展数字化转型，只有坚持“以客户为中心，以数据为驱动”，坚持战略定力，持续提升客户经营能力、敏捷支持能力和数据治理能力，才能在新一轮的数字化浪潮中立于不败之地。
In recent years, with the vigorous development of global fintech and digital economy, China‘s banking industry has embarked on retail transformation and digital transformation. The 14th Five-Year Plan puts forward "accelerating digital development and building a digital China", focusing on the financial services supporting the real economy and the economic and social development of the 14th Five-Year Plan, high-quality opening up and digital transformation have become the keywords for the development of the financial industry. Subsequently, the People‘s Bank of China and the China Banking and Insurance Regulatory Commission successively issued various policies on "promoting the development of financial technology and digital transformation". Especially in the past three years, affected by the spread of the new crown and US sanctions, the domestic real economy has been greatly impacted, and the pace of transformation has also accelerated.In this context, based on financial innovation theory, customer relationship theory, long-tail theory, etc., this paper uses case analysis method and expert interview method to analyze and study the specific practices and implementation of the digital transformation of Bank P‘s retail business, summarize the existing problems and put forward strategic suggestions for the next transformation. P Bank is a pioneer in the retail transformation and digital transformation of domestic joint-stock banks. By analyzing its transformation effects, it has confirmed that digital transformation has a significant promoting effect on the precise acquisition of customers and cost reduction and efficiency increase in banks‘ retail business. At the same time, through the comparison with the joint-stock bank leading: China Merchants Bank, some shortcomings were also found in the current transformation process, and improvement measures for the next step were proposed. These findings have certain reference and guidance significance for the bank to better carry out subsequent transformation work.Firstly, introduce the research questions. This part elaborates on the background and research methods of the selected topic, and through researching relevant literature at home and abroad on the digital transformation of retail business in the banking industry, it understands the current research situation on digital transformation of retail business carried out by commercial banks. Secondly, analyze the transformation situation. Analyze the driving force behind the transformation, select representative domestic and foreign commercial banks, analyze their transformation situation, and understand the current development and the characteristics of digital transformation in the global banking industry. Through interviewing key internal personnels and comparing with industry leaders, the article focuses on analyzing the current progress, specific approaches, and achievements of P Bank’s transformation, as well as the shortcomings that still exist.Finally, propose improvement measures. With the goal of " accompany customers throughout their entire life journey and provide gentle and considerate financial services", we should improve our digital operation capabilities and continue to subvert and upgrade the business model of commercial banks‘ retail business.To carry out digital transformation of the retail business of commercial banks in China, they must adhere to the principles of "customer-centric, data-driven", maintain strategic focus, and continuously improve customer operation capabilities, agile support capabilities, and data governance capabilities in order to stand out in the new wave of digital transformation.
