The Strategy Research Of Berenberg Bank Entering Chinese Onshore Private Banking Industry

By the increasing development and liberalization of China's financial market, private banking service in China Mainland become the major competition area not only for Chinese banks but also for foreign players. Berenberg bank, as the oldest private bank in the world, is going to entering Chinese onshore private banking market and providing private services for Chinese HNWIs, which is a huge market for them. This thesis analyze the basic situation of Berenberg Bank and make entering strategic decisions for them to entering Chinese onshore market, moreover the localization strategies. For more importance, the author hopes it could give some information to Chinese banks to improve their private banking services and brand building. At the same time I will give some advices to financial regulator of China about the regulation environment. The thesis make some literature review on the area of banking globalization, market entering strategy and some research of Private banking industry in the beginning. And give brief introduction about private banking. In the third part, the development of Berenberg Bank and its characteristics are presented. The development of Private banking in China mainland is described in the next part and the strategies of entering market and localization are made in the fifth part. At last, some suggestions are given to Chinese local players and industry regulator.