Study Of Shenyang Branches Of China Construction Bank Personal Banking Business Marketing Competition Stratagem

As China’s second largest retail bank, CCB has a wide distribution of clients and bank outlets. It has been in frontier of domestic personal banking business by virtue of their individual housing loan business and the market position of Dragon card. With this advantage, savings deposit scale and personal asset scale of Shenyang Branch rank first in the city. Varied indicators ranking high, its personal banking business maintains a leading position among various financial institutions. Facing the existing market challengers, followers and potential competitors, it’s vital to study how to enhance products innovation and improve service quality, to specifically implement the system reform of personal banking, and to develop and enhance the market share of the region. It is also extremely valuable to analyze the current opportunities and challenges, to explore its market competitive position in Shenyang, to determine its real competitors and potential competitors, and thus to study its market competitive strategy.On the background of the above mentioned issues, using SWOT analysis the present paper gives an account of its opportunities and challenges of personal banking CCB is facing in Shenyang area, indicating its challengers, followers and potential competitors, determining the different types of various competitors and analyzing their advantages and disadvantages. It points out in the paper that ICBC Shenyang branch is the challenger, BOC Shenyang branch, Shengjing Bank, Societe Generale Shenyang branch and Pudong development Bank Shenyang branch are market followers, foreign banks and other city commercial banks are potential competitors. CCB of Shenyang area should follow the business philosophy of "market oriented, customer centered", maintain customer relationship management and enhance long-term and mutually beneficial partnership. It should also accelerate the momentum of intermediary business, increase non-income ratio, perfect the internal management of personal assets and maintain its advantage. CCB should improve and enrich sales distribution channel of personal banking business, financial innovation as the breakthrough point, keeping expanding market share through attack as a means of defense, so as to guarantee a sustainable development position of market share of personal banking, and to enhance CCB’s leading position of personal banking in Shenyang area.The present paper is divided into six chapters. Chapter One gives an account of the dissertation’s research background, research methodology and its structure. Chapter Two represents the related theoretical knowledge. Chapter Three discuss the analysis of competitors, which analyzes the competitors of CCB personal banking business in Shenyang area, clarifying the market challengers, followers and potential competitors. Chapter Four deals with SWOT analysis, analyzing the personal banking business of CCB in Shenyang area, thus indicates its internal and external environment strength, weakness, opportunities and challenges. Chapter Five analyzes market competitive strategy, presenting its market competitive strategy of CCB personal banking in the future. Chapter Six concludes the paper, further clarifying the development strategy of CCB personal banking business in Shenyang area and outlook the future study.