Research On The Marketing Strategy Of China Merchants Bank's Retail Banking Business

With the Chinese economy has entered a new norm,the transformation and upgrading has become the main theme of relegation development.The more and more restricted regulatory environment,together with market driven interest rate and the RMB exchange rate,has triggered profound changes in the business environment where the financial institutions operate.These changes have brought serious challenges to China's banking industry,but also created new opportunities for further development.By learning from the successful experience of commercial banks in developed countries,we realized that the fast growing retail banking has become an important trend in the development of commercial banks in the developed countries,and the profit margin of retail banking is getting higher and higher.The attractive profit margins have led many commercial banks from the western world to compete in the retail banking business.In recent years,the China Merchants Bank(CMB thereafter)emphasized on the development of the retail banking business.As early as 2004,CMB first proposed the "strategic business transformation and vigorously developed the retail banking business.After years of tireless efforts,its retail banking business has become a market leader in the domestic retail banking industry.In 2014,CMB once again led the second round of strategic transformation in the banking industry by introducing streamlined banking operations and by creating a two tier business model,which features integrated corporate finance and inter-bank finance operations based on the strong focus on retail banking.With the dramatic change of market conditions and more and more intensified market competition,the competitive advantage we have is getting smaller.CMB needs to consider what to do next and which direction to take?This paper analyzed the current business condition of CMB's retail banking operations and compared its advantages and disadvantages with the counter parties in the developed countries.This paper also studied the streamlined business operations in the Bank and discussed the suitable marketing strategies.This paper is mainly composed of eight parts:the first chapter is the introduction.The second chapter is related theory.The third chapter mainly introduces the strategic significance of the development of retail banking business,the development of commercial bank retail business in developed countries and the development of China's joint-stock commercial bank's retail business and the problems are discussed.The fourth chapter mainly introduces the development situation and existing problems of the retail banking business of China Merchants Bank.The fifth chapter China Merchants Bank retail banking business marketing environment and customer demand.The sixth chapter is the retail banking business of China Merchants Bank to create a "light bank" marketing strategy.The seventh chapter is the development of the retail banking business of China Merchants bank.The eighth chapter is the conclusion and Prospect of the research.