Retail Business Development Strategy Research Of China CITIC Bank Based On Fanancial Disintermediation

Financial distermination refers to a phenomenon that funds of surplus side and deficitside to bypass financial intermediaries deal directly,which first appeared in the United Statesin the1960s. With the development of the financial globalization and the rapid developmentof e-commerce, foreign banks access, national commercial banks have reorganized and listed,the banking competition has entered the white-hot.This paper studies on China CITIC bank which is one of the most developedshareholding commercial banks in China and try to analyze the development status ofCITIC by using SWOT analysis methods and through studying on the environment ofdevelopment of banking industry and comparing with the other banks in China. This articlealso compared the history and development tendency of retail banking between domestic andforeign banks，analyzed the possibility and necessity of domestic banks to develop retailbanking business.The transformation of network channels has taken the first step and yeldedgood results for the next step to deepen the restructuring and accelerate the development haslaid a good foundation.On this base, the strategies for CITIC bank to develop its retailbanking are to focus on building its brand and using product differentiation strategy to offercustomized services for its customers. The result is that CITIC bank has the potential tobecome the leading retail bank of China．In order to realize the retail transformation, China CITIC bank should ues their uniqstrenth and build the high quality customer bank, The transformation of network channels hastaken the first step and yelded good results for the next step to deepen the restructuring andaccelerate the development has laid a good foundation.On this base, the strategies for CITICbank to develop its retail banking are to focus on building its brand and using productdifferentiation strategy to offer customized services for its customers.