学位论文原创性声明
本人所提交的学位论文《河北银行零售业务转型策略研究》，是在李桂荣导师的指
导下，独立进行研究工作所取得的原创性成果。除文中已经注明引用的内容外，本论文
不包含任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究做出重要贡献
的个人和集体，均已在文中标明。
本声明的法律后果由本人承担。
论文作者（签名）：
指导教师确认（签名）：
2022年 5月 10日
2022年 5月 10日
学位论文版权使用授权书
本学位论文作者完全了解河北经贸大学有权保留并向国家有关部门或机构送交学
位论文的复印件和磁盘，允许论文被查阅和借阅。本人授权河北经贸大学可以将学位论
文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或其它复制手段保
存、汇编学位论文。
（保密的学位论文在
年解密后适用本授权书）
论文作者（签名）：
指导教师（签名）：
2022年 5月 10日
2022年 5月 10日

摘要
随着经济的不断发展，人民收入水平显著提高，个人的金融资产规模也有了较大增
长。个人理财需求提高、消费升级，给金融机构零售业务带来了巨大机遇与挑战。如何
在激烈的市场竞争中获得更多的市场份额成为金融机构关注的重点。与大型的金融机构
相比较，中小商业银行在零售业务的拓展中没有明显的优势，唯有提升服务能力才能在
竞争中争得一席之位。因此能否将技术应用、模式创新、人才培养等有机整合，克服目
前零售业务发展中存在的困难，抓住转型机遇，更有效地推动中小商业银行零售业务转
型，是未来中小商业银行能否稳健发展的关键。
本文以河北银行为例，对其零售业务转型进行研究。首先，介绍了河北银行零售业
务转型背景及意义，对相关概念、相关理论进行阐述。其次，梳理了河北银行零售业务
的发展情况，总结其在零售业务转型的过程中取得的成绩，如通过深化数字化运营模式，
采用大数据应用、客户画像等现代技术，可定制“千人千面”的个性化服务等。再次，
分析了河北银行当前零售业务转型过程中仍然存在的问题，包括产品同质化、营销服务
单一化、质量监督不严格、业务部门工作人员积极性不高等，这与同业竞争严重、专业
人员不足、绩效考核管理方法不当有着密切的关系。为了解决上述问题，进一步推动河
北银行零售业务的转型，需要从进一步深化网点转型、扩大完善产品营销体系、利用大
数据推动营业网点的渠道建设、建立科学的零售绩效考核体系等四个方面着手，并为零
售业务的转型提供人员、风险控制和政策推动的保障，切实发挥零售业务的拓展能力。
关键词：商业银行；零售业务；转型策略
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Abstract
With the continuous development of the economy, people's income has increased
significantly, and the scale of personal financial assets has also increased greatly. It has
brought great opportunities and challenges to the retail business of financial institutions with
the increasing demand for personal finance and the upgrading of consumption . It has become
the focus of financial institutions that how to gain more market share in the fierce market
competition . Small and medium-sized commercial banks have no obvious advantages in the
expansion of retail business compared with large financial institutions. So only by improving
the ability of financial institutions to provide services, can they really get a certain position in
the competition. The key to the steady development of small and medium-sized commercial
banks in the future are those, how to organically integrate the application of technology, mode
innovation and talent training, and to overcome the difficulties in the development of retail
business, and to seize the opportunities of transformation, and to find more effect ways to
promote the transformation of retail business of small and medium-sized commercial banks.
This paper takes the Bank of Hebei Bank as an example to study the transformation of its
retail business. Firstly, it introduces the background and significance of transformation of
retail business of the Bank of Hebei, and expounds the relevant concepts and theories.
Secondly, it sorts out the development of retail business of the Bank of Hebei, and details
some achievements the Bank of Hebei had made in the process of retail business
transformation. By deepening the digital operation model and adopting modern technologies
such as big data applications and customer portraits, the Bank of Hebei has realized intelligent
investment advisory , and can customize the personalized service of "thousands of people and
thousands of faces". Thirdly, through specific analysis, it is found that there are still problems
in the current retail business transformation process of the Bank of Hebei, such as product
homogenization, single marketing service, lax quality supervision and low enthusiasm of
business department staff. These are closely related to the serious competition in the same
industry, the shortage of professionals and the poor method of performance appraisal
management. Finally, in order to better solve the above problems, it is necessary to further
deepen the transformation of bank outlets, expand and improve the product marketing system,
and use big data to promote the channel construction of bank outlets. And through safeguard
measures to reserve a more optimized team, form a more scientific management, and truly
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