Shenyang Branch Of China Merchants Bank Personal Banking Business Marketing Competition Strategem Study

Shenyang branch of China Merchants Bank (CMB) was founded on June 28th,1994. In 2002, CMB comes into securities business in Shanghai and in 2006 in HongKong. Now CMB has come into the most popular commmercial bank and the hignest asset quality. CMB's saving scale is the forth and the personal loan scale is the fifth in Shenyang. But against the competition of the other commercial banks and the foreign banks, Shenyang branch of CMB has to save the funds absorbed from depositors in their superior banks, which prevents it from achieving more benefits. So it is necessary to study the Shenyang branch of CMB's funds managing, and how to develop and retain good clients. It is valuable to analyze the chances and challenge faced, and study the personal banking business Marketing Competition Pactic in such a special city. As this background, this article analyzes the personal banking business market station, and its chances and challenges through SWOT, points the competitors'station and reactivity mode, enumerates the personal banking business advantages and inferior position, studies its marketing competition pactic and concludes that the bank has to strengthen the management to improve the ability to achieve profits, deal with traditional operation to protect their market share, develop intermediary business and innovation to improve the share, and challenge the leading station.This article totally is divided into six chapters. The first part is preface part, which proceeds to describe from the bring upping of these problem, research methods and thesis construction. The second part is theories position, which introduces correlative theories used in this article. The third part is SWOT analysis position, which analyzes the state holding commercial banks SWOT. The forth is raval analysis position, which studies the raval. The fifth part is marketing competition pactic position, which indicates the Shenyang branch of CMB's pactic and set up CMB's personal banking business market competition stratagem. The sixth part is conclusion position, which summarizes the whole text, definitude ulteriorly the development direction of the personal banking business Shenyang branch of CMB.