中文摘要
数字化是进入 21世纪以来，前沿信息技术通过发展得到的产物，是数字经济快
速增长的主要动力。随着新一代数字化与信息技术的融合升级，各行各业在数字化的
驱动下，释放了越来越多的活力，产生了越来越多的价值，同时引起服务渠道和服务
载体的数字化衍变。受到全球疫情的影响，对于银行来说，客户的交易行为也发生了
变化，数字化逐步取代传统业务模式，进一步加快了商业银行零售业务数字化的脚步。
面对数字化技术革命浪潮风起云涌，银行零售业务迎来了更多的机遇和挑战。
本文运用研究和比较分析等方法，以 A银行为例，运用 SWOT模型等战略分析
工具，对 A银行所处的环境，包括经济环境、社会文化环境、区域环境、行业竞争、
零售业务发展过程中的问题进行分析，建立 SWOT矩阵模型。结合数字化背景下 A
银行零售业务所面临的优势劣势进行分析，得出 A银行最适合的发展战略为密集型
发展战略，进而有针对性地解决 A银行金融科技与人才渗透不足、客户精细化管理
程度不高、产品与服务同质化严重等问题，为 A银行和其他商业银行今后基于数字
化背景下，制定和实施零售业务的发展战略提供参考和借鉴。
本文研究内容共包括七部分。第一章为绪论。概述了研究背景和研究意义，归纳
了国内外对于数字化发展和银行零售业务相关的研究现状，阐述了笔者的研究思路和
研究方法；第二章相关概念、基础理论及分析工具。界定了商业银行零售业务、银行
发展战略、SWOT和 PEST分析模型的相关概念，介绍了银行零售业务发展的相关理
论；第三章 A银行及零售业务的现状和存在问题。论述了 A银行简介、零售业务特
点、规模及发展现状，以及当前零售业务中存在的问题；第四章数字化背景下 A银
行战略环境分析。论述了数字化对零售业务产生的影响，并运用 PEST模型对 A银行
所处政治、经济、社会、技术等宏观环境展开分析；第五章基于 SWOT模型，对数
字化背景下 A银行零售业务面临的优势、劣势、威胁和机遇进行分析；第六章 A银
行零售业务发展战略选择及保障措施。基于前面的分析，对该银行作出战略选择，并
从企业文化保障、数字化技术能力保障、数字化人才团队保障、数字化风险防范能力
保障、数字化平台建设保障、产品研发保障六个方面，为该银行顺利实施密集型成长
组合战略提供措施保障；第七章对论文作了总结性陈述，并提出下一步研究的展望。
关键词：零售业务；数字化；发展战略；银行

ABSTRACT
At present, the continuous deepening of financial technology and
the intensification of inter-bank and cross-border competition have led
to the digital migration of service channels and carriers. Coupled with
the impact of the epidemic, the transaction behavior of bank customers
is more digital, which speeds up the digitization of retail business of
commercial banks. Facing the surging tide of digital technology
revolution, bank retail business has ushered in more opportunities and
challenges.
This paper uses research and comparative analysis methods, takes
Bank A as an example, uses SWOT model and other strategic analysis
tools to analyze the environment of Bank A, including economic
environment, social and cultural environment, regional environment,
industry competition, and problems in the development of retail
business, and establishes SWOT matrix model. Based on the analysis of
the advantages and disadvantages of bank A's retail business in the
context of digitalization, it is concluded that the most suitable
development strategy for Bank A is intensive development strategy, so
as to solve the problems of insufficient penetration of fintech and
talents, low level of customer fine management and serious
homogeneity of products and services in the banking industry. It
provides reference direction for the strategy making of retail business in
the later period of the bank, and also provides reference for the
development strategy making of retail business of other banks.
This paper includes seven parts. The first chapter is the
introduction of the paper. This chapter mainly discusses the research
background and significance, combs the research status of digital
development and retail business at home and abroad, and expounds the
author's research ideas and research methods;The second chapter is
related theories and analysis tools. This paper defines the relevant
concepts of commercial bank retail business, bank development strategy,
SWOT and PEST analysis model, and introduces the relevant theories

of bank retail business development; Chapter III overview of bank a.
This paper discusses the brief introduction of bank a, the current
situation of retail business and the problems existing in the current
retail business. The fourth chapter is the analysis of the strategic
environment of bank a under the digital background. This paper
discusses the impact of digitization on retail business, and uses PEST
model to analyze the macro environment of the bank, such as political
environment, economic environment, social environment and technical
environment;The fifth chapter analyzes the strengths, weaknesses,
threats and opportunities of Bank A's retail business under the digital
background by using SWOT model. Chapter VI retail business strategy
of bank a, namely safeguard measures. Based on the above analysis,
make strategic choices for the bank, and provide measures to ensure the
smooth implementation of intensive growth portfolio strategy for the
bank from six aspects: corporate culture guarantee, technical ability
guarantee, digital talent team guarantee, digital risk prevention ability
guarantee, digital platform construction guarantee and product R & D
guarantee; The seventh chapter makes a summary statement of the paper
and puts forward the prospect of the next research.
Key Words: Retail business;Digital transformation;Development
strategy;Bank
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