Research On Retail Busines Competitive Strategy For JNXY Bank

Retail banking offers comprehensive and integrated financial services to families and individuals replied on high-tech means. In recent years, seriously shocked by the diverse demand for financial services by residents in our country, the development of capital market, and the transformation of financial regulation, the traditional retail business begins to transact to retail banking. At present, as the increasingly fierce competition among the joint-equity commercial banks, the retail business is playing a more and more important role in banking business. The retail business will be a new growth point of profit of joint-equity commercial banks. It will also be the key direction of development which will improve the core competitiveness of the joint-equity commercial banks. So, the vigorous development of retail banking is the inevitable trend of future joint-equity commercial Banks.Based on quantity of document and wide spot investigation, the paper analyzes the present situation of retail business of JNXY bank. In recent years, shocked by more and more joint-equity commercial banks, JNXY bank has to change the traditional marketing strategy to differentiation competitive strategy in order to hold the leading position in the local market. This paper discusses and analyzes the competitive strategy of JNXY bank based on SWOT and PEST analysis, then gives the effective strategy to retail banking of JNXY bank. Hope the above research work will provide some directive function in the future development of retail business of JNXY bank.