Chengdu Icbc Wealth Management Business Market Entry Strategy Research

This thesis begins the research of Wealth Management with the study of its emergency and then tries to make use of PEST to find out the reason of the emergency from the view of politics、economics、society、technology and some other aspects. Besides, the thesis explores how Wealth Management promote the profitability of commercial bank, brand building.It then takes advantage of Scenario Planning to analyze the profit pattern of Chengdu ICBC and points out the significance of Wealth Management Development for the restructuring of Chengdu ICBC profit pattern. In addition, it applies the Michael Porter’s Five Forces Model to examine the development of Chengdu ICBC Wealth Management from the following five aspects:barriers to entry, threat of substitutes, supplier power, buyer power and rivalry, as well as Chengdu ICBC’s resources and capacity of entering the Wealth Management Market. The thesis has also used SWOT Analysis to study Chengdu ICBC’s strength, weakness, opportunity and threat of entering the Wealth Management Market, and brought forward the strategy of Chengdu ICBC to enter the Wealth Management market, which includes the strategic target in the end. The strategic target includes six goals, which Chengdu ICBC is to achieve in three years after entering the Wealth Management Market, and four priorities of strategy application, which are:the construction of operating management pattern that is suitable for Wealth Management, the construction of wealth customers’proprietary products innovation system and professional and efficient marketing team, the construction of personnel system related to evaluation and incentives and comprehensive and scientific risk management and etc.