Research On The Modularization Of Light Asset Sale Of China Merchants Bank

Asset-light business as an innovation of current banking with this transformation came into being. Asset-light business has a variety of models. According to the different requirements of customers, the business banking with huge funds and service capabilities,with the help of various financial institutions, through resource integration, business innovation obtain customer acceptance and solve the financing problem of enterprises in the current market environment. The success of marketing is directly related to the overall effectiveness and future development of the bank. Because Asset-light business has a broad range of customers, various business model, and professional product structure, the implement of marketing is relatively complex.This article based on real cases. To begin with it depicts the concept of asset-light,asset-light marketing, QFD, modular and the research situation at home and abroad.Secondly,. In the study of China Merchants Bank asset-light marketing status and process,by analyzing customer requirements, we build a marketing module. Thirdly, asset-light business marketing is a comprehensive embodiment of the effective target market, product innovation capability and customer orientation, and also is the key to build the core competitiveness and business growth of the modern banking. On the basis of the application of QFD and modular analysis, the research on the module of asset-light business marketing is carried out, and the effect and significance of the marketing module is verified by the real case. Finally, we summarize the application of the asset-light marketing modular.