摘要
随着金融科技的日益发展，伴随着信息技术更新迭代、金融业务场景的创新，传统
商业银行面临着严峻的挑战，越来越多的传统银行逐渐加快数字化转型的进程。从当前
的经济形势来看，全球疫情仍在继续演变，我们继续面临更加复杂严峻外部环境，国内
经济恢复效果仍然不稳固、不均衡。但是在党和国家的坚强领导下，国内经济总体持续
稳定恢复，稳中向好，居民收入快速增长，国民消费水平不断升级，对银行提供服务的
需求和客户体验要求越来越高。此外国家十四五规划明确提出，要充分发挥丰富应用场
景和海量数据的优势，加快建设数字经济，促进数字经济与实体经济的快速、深度融合，
培育壮大云计算、区块链、大数据、人工智能等新兴产业，赋能传统金融业务转型升级，
催生新业态新模式，壮大经济发展引擎。
本文先介绍了传统商业银行零售业务的含义和特点，文章以A银行为例，对从2018
年开始零售业务数字化转型的情况进行介绍，描述了零售业务发展的基本概况、数字化
战略实施的过程、获得的成果。主要体现在：业务规模迅速增长、盈利水平逐步提升、
客户需求快速响应等方面。随着数字化战略转型的深入推进，转型过程中逐步暴露出来
一部分问题以及针对该部分问题进行原因的分析。通过对A银行的存量客户、一线员工、
基层管理者进行问卷调查以及实际访谈，从实际参与者的角度获取转型过程中的具体情
况，然后针对具体问题分析。建议A银行在今后零售业务继续推进数字化转型的过程
中，一是要加强科技体系的建设、提升敏捷响应能力；二是要建立客户信息分析平台，
利用大数据分析和挖掘能力，建立客户画像，提供更贴合用户的应用场景；三是完善组
织建设，鼓励打造创新的企业文化，建设多层次的人才制度，最后是要建设零售生态环
境，要立足当地客户群体，增强本地化服务，打造银行生态圈。
关键词：数字化转型；零售业务；对策研究
I

ABSTRACT
With the development of fintech, the update and iteration of information technology and the
innovation of financial business scenarios, traditional commercial banks are facing severe challenges. More
and more traditional banks are gradually accelerating the process of digital transformation. Judging from
the current economic situation, the global epidemic continues to evolve, China continues to face a more
complex and challenging external environment, and the effect of China's economic recovery remains
unstable and uneven. However, under the strong leadership of the Party and the state, the overall domestic
economy has continued to recover steadily, with the rapid growth of people's income, the continuous
upgrading of the national consumption level, and higher and higher demand for banks to provide services
and customer experience. Besides the difference state plan clearly put forward, to give full play to the
advantages of rich application scenarios and huge amounts of data, speed up the construction of digital
economy, promote the rapid, depth of the digital economy and real economy, foster growth of cloud
computing, chain blocks, big data, emerging industries, such as artificial intelligence can assign
transformation and upgrading of the traditional financial business, and create new patterns of new forms,
expanding economic development engine.
This paper first introduces the meaning and characteristics of the retail business of traditional
commercial banks. Taking Bank A as an example, this paper introduces the situation of Retail Business
digital transformation since 2018, and describes the basic overview of the development of retail business,
the implementation process of digital strategy, and the results obtained. It is mainly reflected in the rapid
growth of business scale, gradual improvement of profitability and rapid response to customer demand.
With the deepening of digital strategic transformation, some problems are gradually exposed in the
transformation process and the reasons for the problems are analyzed. Through questionnaire survey and
actual interview of bank A's existing customers, front-line employees and middle managers, the specific
situation in the transformation process is obtained from the perspective of actual participants, and then
specific problems are analyzed. It is suggested that bank A should first strengthen the construction of
science and technology system and enhance the ability of agile response in the process of promoting digital
transformation of retail business in the future. The second is to establish a customer information analysis
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