Research Of Retail Trade Devlopment CITIC Bank ChongQing Branch

From 2005,the deploitation of the bank business is facing big difficulties for the management environment and competition, the domestic banks all change their development direction to the retail business which has more profits space and less risks, even many banks raise a slogan to change all their business to the retail business, the CHONGQING branch is also facing the same problems.This article demonstrated the necessity and impendency of the Chongqing branch's development for the retail business according to the operation and the competition among the banks of the domestic financial industry, also base on the actuality, characteristic and the challenge of the Chongqing market, integrated the actual situation of the Chongqing branch bank, made an analysis for the advantages and detail difficulties of developing retail business, found the problems relating to the sale and channel, pointed out that we should change the sale idea from the"For all the customers"to the"For high grade customers", change the no discrimination service to the discriminated service; keep close watch on the requirements of the high grade customers, design the production project based on the customers requirements, carry out the conversion from saling products to saling projects. For the sale modes and instruments, we should change the mode that only depend on the customer manager to exploit markets, establish the scientific sale system which was characterized by the centralizing sale, exert the whole bank sale's function, implement centralize management, fulfill the retail business……This article also pointed out that the bank's customer service strategy must be renovated, make more attention about the analysis and the contact with the customers, dynamicaly grasp the customer's consumer psychology and trend, test the customer satisfaction on regular time and quantity; the base of the retail business developing is exact market orientation, and the key of the market orientation is efficient market segments. The market segments is according the different customer's requirements ,purchasing behavior and habits of the whole market, fractionize the market to many similar consumer multitude. The business bank's market fractionizing is the process to limit the unique customer multitude, also is the precondition to entering the target market. According to the production characteristic of the Chongqing bank, establish the price standards for different customer flexibly and scientificly, also analysis the structure of the sale environment according to the characteristics of the people in Chongqing, orientate the customer multitude from the population, economic, technology, politics, law and society culture, establish the standard of the market fractionizing from the dynamic and static two state. Finally got the conclusion that the Chongqing bank's important customers orientation should be the middle and high income people with which the middle income people is the core.