The Research On Retail Banking Market Positioning For M Bank

In recent years, the retail business is becoming more and more prominent in the banking. As one of foreign commercial banks to provide RMB and foreign currency business in China since2005, M-Bank puts a lot of resources and manpower to retail banking. Compared with Large Chinese banks, its market position is not clear and its outlets are fewer, so the market share of M-Bank is extremely limited in the fiercely competitive market. Thus, M-Bank needs to know how to accurately analyze and clearly positions the target market to focus on its advantages to develop the business, because it’s a big issue related to the bank for sustainable development.On the basis of classification of retail banking, the paper respectively points out the problems which currently exist in the market positioning of the retail banking and different market positioning status of different businesses. With the mainly method of SWOT analysis, the paper further points out the advantage, weaknesses, opportunities and challenges of M-Bank retail business. Combination of theoretical studies about the domestic and international retail banking, the author’s practical experiences and the theories about market positioning and market segmentation, ideas and programs of M-Bank retail business repositioning are proposed by the author. The author also combines M-bank own characteristics and market segmentation theories to reposition the retail business of M-bank, further points out clear direction of positioning of M-Bank’s two categories containing wealth management and retail loans. Having known the market positioning about M-bank retail business, the author makes specific practical strategies and improving scheme, including organizational structure、service flow、staffing and motivation.In this paper, market positioning of M-Bank retail banking is redesigned by using marketing market segmentation theories, target market selection, market positioning and other related theories, using case analysis, comparative analysis, SWOT analysis and other methods. At the same time, some new marketing repositioning strategies are pointed out, which helps M-bank to target customer base, focus advantage resources in a certain area, increase profitability of retail banking and expand its market share. This paper has some references to the relevant people interested in the retail banking.