A Study On The Retail Loan Competitive Strategy Of City A Branch Of Bank Of China

City A Branch of Bank of China Co; Ltd is located in an open city of southeast china which across the sea. Its retail loan business was started at 1999, leaded by the competitive strategy of Bank of China, an integrated products system has been formed, and has made great contribution for the bank. But these years, its retail loan business is facing severe challenge, because a competitive system has been introduced to the market when the state owned banks began to reform, and China fulfilled the promise when joined WTO that open its internal financial market wholly at the end of 2006. This thesis analyzed the macroscopic and industrial environment of the retail loan of city A Branch, studied its internal recourses and present competitive strategy, advanced a new competitive strategy which combined by costleadship and differentiation. In Strategy implementation stage, City A Brach should try to minimize the cost of products and internal management, and apply differentiation competitive strategy in market position and objective market selection, apply an overall different marketing policy which is geared to the need of high level customers.