| Due to the increasing number of joint-stock commercial banks, fierce competition among them and foreign banks flood into market, competition of the Changsha Branch of Industrial Bank (CBIB) become intensified. Therefore, how to develop the retail banking and become a market leader are problems from the prospect of competition and survival of banks. Adhering to the "market-oriented, consumer-oriented" sales idea and intense study of sales strategy, the diversity service and fast updating service manners were put forward to upgrade competitive capacity in CBIB in this paper.The SWOT method was used to analyze the advantages and disadvantages of CBIB, as well as opportunity and the competition. It showed a superior of personal financing business and personal loan transactions while the inferiors to the number, structure of customer and deposit. What’s more, retail banking linked was also impacted by foreign, stated-owned banks. The fast developing economy in Changsha also paved a way for chances.The paper combined theoretical results of retail banking at hone and abroad with practical business to put forward three strategies, which include business innovation, organization optimization and customer segmentation. Among them, business innovation was the key for exploration, organization was the system&process guarantee for business, customer segmentation strategy was crucial for practical business. Then four guarantee measures were put forward to guarantee the implementation of the above strategies such as financial resources refining, human resources planning, culture building and science and technology supporting. Finally, the article discussed effects of promoting strategies implanted in retail banking business in CBIB from the following two aspects:qualitative (customer satisfaction, loyalty), quantitative (inventory, related index). |
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