Merchants Bank Shenyang Branch Of The Personal Banking Business Strategy Research

Following entry into WTO, it is obvious that Chinese bank industry must satisfy the various demands arising from the sustaining developing society by supplying more products and more services. Nowadays in China personal banking business has a greater and greater market with people's living standard continuous increasing. Many new products have been brought in. for each bank, it is the principal strategic target now that how to obtain and keep the strong status in the intense market competition. It intends to analyze the inside and outside circumstances of China Merchants Bank Shenyang Branch(herein after called CMBSY), through combining the outside opportunity and threat with the inside strength and weakness, aims at finding out the development strategies on personal banking business for CMBSY. It is divided into four parts.In part I, it introduces the concept, customers, classifying, developing history and influencing factors of personal banking business, then it describes the actualities and characteristics of personal banking business in China.In part II, it analyzes the outside circumstances of CMBSY. First it analyzes the demand and supply of personal banking business in Shenyang by the way of market research. Then it finds out the opportunities and threats of CMBSY for developing the personal banking business through scanning the outside circumstances. In part in, it analyzes the inside circumstances of CMBSY. After briefly introducing CMBSY, it mainly analyzes the strength and weakness of CMBSY for developing the personal banking business.In part IV, by using the analytical way of SWOT, combining both the inside and outside circumstances of CMBSY, it brings forward the strategies of CMBSY to develop its personal banking business, i.e. innovation, marketing, personal financing, establishing customer manager system, keeping advantage in technology and virtually expansion.