Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
Research on retail business transformation of s branch of China
CITIC Bank from the perspective of financial innovation
by
Gu Jing
Supervisor: Li Guozhu
December 2021

河北地质大学硕士学位论文
摘要
随着国内市场经济繁荣发展，金融创新速率加快，同时基于互联网的深入影响，
人均可支配收入持续提升，对应的商业银行零售业务蒸蒸日上，展现出良好的发展前
景。在这一形势下，国内诸多商业银行越发关注零售业务的发展，通过流程优化和系
统设计，立足全局布局零售业务，集中优势资源推动零售业务的发展，经零售业务作
为当前及未来阶段商业银行突破发展瓶颈，实现可持续健康发展的关键抓手。相比大
型国有商业银行，股份制商业银行在零售业务领域的优势比较薄弱，主要体现在网点
密度分散、规模小以及互联网金融发展滞后等方面。随着金融行业的重新洗牌，基于
零售业务的优化发展，成为股份制商业银行实现“弯道超车”的重要工作方向，应当
结合时势加速零售业务的转型，进而提升自身核心竞争力，抢夺零售业务市场份额。
本文的行文思路如下：首先，在绪论部分阐述本文研究课题、研究背景、研究意
义，以及国内外研究现状和应用的主流方法等，点明本文研究的创新之处；其次，阐
述与本文研究相关的基本理论与概念，包括但不限于零售业务的阐述以及对应的概念
与分类，研究应用的金融创新理论、客户关系管理理论等；再次，介绍本文研究对象
中信银行S分行的零售业务开展现状。分析中信银行S分行近年来零售业务布局举措，
对照成果分析零售业务开展水平，指出中信银行S分行想要实现进一步发展，需要加
速零售业务转型。分析与中信银行S分行零售业务转型的相关影响因素，以实证分析
的方式横向对比和分析包括中信银行S分行在内的国内7家股份制商业银行的零售业
务转型相关影响因素，由此探究中信银行S分行零售业务转型的发展方向。主要立足
产品、服务、风控等内容针对性的优化中信银行S分行的零售业务发展策略。在最后
总结本文研究内容并展望未来。
关键词：互联网金融；零售业务；转型
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金融创新视角下中信银行 S分行零售业务转型研究
ABSTRACT
With the prosperity and development of domestic market economy, the speed of
financial innovation has accelerated. At the same time, based on the in-depth impact of the
Internet, the per capita disposable income has continued to increase, and the corresponding
retail business of commercial banks is booming, showing good development prospects. In
this situation, many domestic commercial banks pay more and more attention to the
development of retail business. Through process optimization and system design, they
layout retail business based on the overall situation and concentrate advantageous resources
to promote the development of retail business. Retail business is the key for commercial
banks to break through the development bottleneck and achieve sustainable and healthy
development at the current and future stages. Compared with large state-owned commercial
banks, joint-stock commercial banks have relatively weak advantages in the field of retail
business, mainly reflected in the scattered network density, small scale and the lagging
development of Internet finance. With the reshuffle of the financial industry, based on the
optimal development of retail business, it has become an important work direction for
joint-stock commercial banks to realize "overtaking in corners". They should accelerate the
transformation of retail business in combination with the current situation, so as to improve
their core competitiveness and seize the market share of retail business.
The ideas of this paper are as follows: firstly, in the introduction, this paper expounds
the research topic, research background, research significance, research status and
application mainstream methods at home and abroad, and points out the innovation of this
paper; Secondly, it expounds the basic theories and concepts related to this paper, including
but not limited to the elaboration of retail business, the corresponding concepts and
classifications, the research and application of financial innovation theory, customer
relationship management theory, etc; Thirdly, it introduces the current situation of the retail
business of s branch of China CITIC Bank. This paper analyzes the retail business layout
measures of s branch of China CITIC Bank in recent years, analyzes the development level
of retail business against the results, and points out that s branch of China CITIC Bank needs
to accelerate the transformation of retail business in order to achieve further development.
This paper analyzes the relevant influencing factors of retail business transformation with s
branch of China CITIC Bank, compares and analyzes the relevant influencing factors of
retail business transformation of 7 domestic joint-stock commercial banks, including s
branch of China CITIC Bank, by means of empirical analysis, so as to explore the
development direction of retail business transformation of S branch of China CITIC Bank. It
is mainly based on products, services, risk control and other contents to optimize the retail
business development strategy of s branch of China CITIC Bank. In the end, this paper
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