Research On The Market Positioning And Sales Strategy Of China Everbright Bank

Business of modern commercial bank can be divided into two types: wholesale bankingand retail banking. The wholesale banking mainly serve for corporations, organizations andlarge enterprises; while the retail banking is directly facing the people and their families andalso small and micro business owners, involves people’s daily life, consumption, investment,loans and many other living aspects. It has a large and free space to innovate and develop,and is creating more and more profits to banks. In China, compared with foreign banks, ourretail banking has advantages in business outlets, customer quantities, brand’s recognition,but also has obvious gaps in wealth management, investment strategy, branding service,internal control and other systematic aspects. At present, with China’s banking businessgradually opening to the world in the well arranged and orderly way, the retail market hasnow becomes the main battlefield for banks to fight fiercely. How to carry out the accuratemarket positioning and different sales strategies are now becoming the most practical andurgent problems facing Chinese banks.From2002, a systematic strategic reform has been gradually taking on in China’s retailbanking. Many banks have changed their retail management ideas greatly, especially inproducts and services, learning from the developed foreign banks and simultaneouslyfocusing on their own business features and innovations. However, because of the large andvast range of the retail business, no matter foreign or Chinese banks hope to build anintegrated business platform which includes savings, wealth management, credit cards andloans, and at the same time, there are not so many professional technologies held in bankingfield, therefore, the accurate market positioning and different sales strategies stand mostimportantly.This essay will mainly set China Everbright Bank as an example, research and analyzedomestic banks’ retail market positioning and sales strategies; find out problems appeared inChina’s retail banking development and put forward reasonable strategic improvements.Hope this essay could be a certain theoretical support in management ideas and methods forthe development of China’s retail banking, especially for China Everbright Bank, andprovide a practical reference and significant guidance to take out effective resourcesintegration, accurate market positioning and different sales strategies. This essay bases on the classical marketing theories, and includes the followingresearch methods:(1) Adopt qualitative analysis to research the market positioning, sales strategies ofChinese banks, and retail products and various services they provided as well;(2) According to the4P,4C and4R marketing theories，conduct analysis and researchon customer’s division, needs, satisfaction and loyalty in China’s retail banking.