Study On Retailing Business Development Strategy Of China Merchants Bank, Shenyang Branch

China Merchants Bank Shenyang branch was established in1994, June28, after10years of development, the good image of Shenyang, become deeply rooted in citizens of Shenyang, it worth to trust and become the most satisfactory bank. Especially in the capital scale, retail banking, product innovation, market management, customer loyalty and marketing service, etc. But compared with the four major state-owned Banks, still exists weakness and inferiority: retail banking reform exist on business do not exert efficiency, profitability facing challenges, customer resources integration is low efficiency, the slow development of business fail to form scale advantage, high-end customer development ability, customer manager marketing ability is not strong, lack of risk management and the ability to identify problems, so further discussion and research on the advantage of Shenyang branch bank fields, it has strong practical significance for retail banking development strategy.Through comprehensive application of on-the-spot investigation, indirect investigation and comparison to analysis of Shenyang branch’s development situation, and reveals the problem in the process of development, pertinently put forward development strategy and the countermeasures. The main contents include papers:the theory of commercial Banks retail banking, including the related theoretical basic theory, current research at home and abroad of commercial Banks retail banking, current research at home and abroad of commercial Banks retail banking development history and status; present situation of China Merchants Bank Shenyang branch retail banking development, including basic situation of Shenyang branch, development of Shenyang branch retail business’s present situation, the main question of Shenyang branch retail business; China Merchants Bank Shenyang branch retail banking development of SWOT analysis, including competitive advantage, competitive disadvantage, development opportunities and competitive challenges; Shenyang branch retail banking business development strategy, and proposing development measures from organization structure, the customer management, resources integration, and business process.The reform, strategies, human resource strategy, key business development strategy, service system strategy, channel construction strategy, sales performance strategy, which are the advices for bank development framework. While improving the organization structure, strengthen customers management, Integration of internal and external resources, optimize business process, optimize the personnel structure, perfect the internal management measures provide security for Shenyang branch retail banking’s subsequent development.