摘要
随着经济发展迈入新常态，经济发展态势必须做出转变，在经济
转型过程中须注重金融机构改革，在最大程度上防范金融风险，避免
出现大额信贷投放所导致的各种不稳定因素。当前同业之间的竞争日
益白热化，与此同时利率市场化带来的系列挑战问题同样不容忽视，
零售信贷金额小，与之相应的成本与风险也较低，可结合其优势进行
重点投放，推动零售信贷市场实现良性发展。除此之外，在互联网和
金融科技快速发展背景下，客户在金融方面的需求体现为多元化、个
性化特点，这也促进行业竞争态势更加激烈，在此情形下国内商业银
行必须从整合现有资源不断推陈出新以迎合市场需求。与企业业务相
比较而言，零售信贷业务的客户群体更大并且业务需求集中，其金融
产品有非常高的标准化程度，更加依赖于科技系统，较适用于数字化
转型，会进一步推动银行数字化转型发展。
本文结合研究需要采取理论和案例相结合研究法进行相应探究，
并选择以ZS银行长沙分行作为研究对象，对数字化视角下银行零售
信贷业务现状和存在问题进行分析，然后提出相对的改进对策。从全
文看，本文研究内容涉及如下几方面：首先，阐述研究背景和研究意
义，归结和梳理已有相关文献资料，在这个基础上进一步明晰界定零
售信贷业务、数字化转型的概念，深入介绍本文研究所需的战略管理
理论、核心能力理论等，为后续研究夯实理论基础。其次，采用案例
I

分析方法，选择ZS银行长沙分行作为研究对象，具体分析其零售信
贷业务数字化转型发展的现状、问题及动因，使用问卷调查法发现其
在零售信贷业务转型方面的问题，运用PEST分析法从政治、经济、
社会文化和技术环境四个方面对银行零售信贷业务数字化转型发展
的外部动因进行分析，采用SWOT分析法，对银行零售信贷业务数字
化转型发展的内部动因进行深入解读。第三，在前文分析基础上，就
ZS银行长沙分行如何设计零售信贷业务数字化转型策略方案提出建
议，具体从信贷产品数字化、渠道管理数字化、客户关系管理数字化、
营销策略数字化完善策略内容，优化转型发展路径，为了保障数字化
转型的顺利进行，提出从提高管理层重视程度、加大资金支持力度，
健全组织制度保障、建立风险管控流程，加强企业文化五个方面进行
优化保障。
关键词：ZS银行长沙分行；零售信贷业务；数字化转型发展
II

ABSTRACT
With the economic development into the new normal, the economic
development trend must make a change, in the process of economic
transformation must focus on the reform of financial institutions, in the
maximum degree to prevent financial risks, to avoid the emergence of a
large amount of credit investment caused by a variety of unstable factors.
With the continuous development of inter-industry competition and a
series of challenges brought about by the interest rate market, retail credit
can be focused and invested in the development process of financial
institutions to promote the rapid development of the retail credit market
because of its smaller amount and lower cost and risk advantages. In
addition, with the development of the Internet and the continuous
progress of financial technology, the financial needs of customers
continue to diversify and personalize, and also promote the industry's
competitive situation more intense, facing this situation, domestic
commercial banks need to integrate existing resources in order to adapt to
market demand. In contrast, the retail credit business faces a wide range
of customers and has concentrated business requirements. Its financial
products have very high requirements for standardization and are
particularly dependent on science and technology systems. Combined
with this, it is more reasonable to realize digital transformation and help
banks realize digital transformation.
Combined with the research needs, this paper adopts the research
method of combining theory and cases to explore accordingly, selects ZS
Bank Changsha branch as the research object, expounds the current
situation of bank retail credit business from the digital perspective,
summarizes the existing problems, and analyzes the causes of these
III
。。。以下略