Research On Retail Business Development Strategy Of Nanchang Branch Of China CITIC Bank

With the continuous development of China’s accession to the WTO organization and economic, the improving of the people’s income level, continuously adjust and perfect our country economic policy, the banking industry is in an era of rapid development. Retail business because of its higher margin, low risk, as well as its great prospects for development, now has become the key point of the development of the major commercial Banks and the key. Despite the fast development of the retail business of commercial bank, but the overall is still in its infancy, there are many problems in the process of development. And banking deepened reform deepens, how to develop good bank retail business and become a focus in the study of the entire banking industry. Jiangxi nearly 20 commercial Banks in China at present, bank retail business competition has entered the white-hot stage. Citic bank, nanchang branch as competition in the market after the entrants, under the new situation, how the retail business into a core business, is suspends in front of citic bank, nanchang branch, an important problem is also a focus in the study of this article.This article is divided into five parts on the development of citic bank, nanchang branch retail business and its marketing strategy is studied. The first part is the introduction, the paper expounds this article research background and significance, research status at home and abroad and the research contents and train of thought and so on. The second part of this paper, the theory support for through retail business marketing 4 p theory analysis and porter five model analysis, the 4 c theory to citic bank, nanchang branch of retail business development strategy is analyzed. The third part is the citic bank, nanchang branch retail business marketing analysis of the internal environment. From nanchang branch of the retail business situation to analysis the problems existing in the marketing process, and put forward the sales network transformation background analysis, network transformation difficulty and crisis, and analyzes the transformation of the role of bank retail business. The fourth part of the marketing for citic bank, nanchang branch retail business development of the external environment analysis, mainly from two aspects of macro environment and micro environment analysis. The fifth part through product, price strategy, marketing strategy, channel strategy, promotion strategy for the development of retail business of citic bank advice analyzed.