Standard Chartered Bank, Shenzhen Branch Personal Banking, Diagnosis And Development Strategy Study

Personal banking business is one of the main businesses of commercial banks; it plays a vital role in promoting socio-economic development and in the maximization of the economic benefits of China's banks. At present, the compete for Personal banking business between commercial banks becomes more and more intense, therefore, analyze and diagnose the Personal banking business of Standard Chartered Bank and study its development strategy has not only some practical guiding significance for Standard Chartered Bank, but also some lessons for other banks.Shenzhen Branch of Standard Chartered Bank is a foreign joint-stock commercial bank in China's open coastal cities, it has made great progress in its every business since its entry in Shenzhen in 1985, and its Personal banking business has also achieved a good performance, and becomes one of the most important ways to raise the level of profitability. Now how to develop a further development strategy based on this, put its personal banking business into the dominant position of the market with fierce competition is an important issue that Standard Chartered has to face.In this paper, we diagnosed the present state of the development of personal banking business of Shenzhen branch of Standard Chartered Bank, we used the related bank marketing theory, did some thinking in the problems of the process. in specific, we studied that how Shenzhen Branch of Standard Chartered Bank should take advantage of its own resources and ability, play up strengths and avoid weaknesses, combine the external opportunities, threats and internal strengths, weaknesses, make a development strategy that fits the internal and external environment, form its own competitive advantages in Personal banking business to further improve its competitiveness.