The Study On New Bank Branch Project Investment Opportunity Of China Merchants Bank In Dalian

As a public infrastructure,the bank's branch is not only the main way to realize its profit,but also it's an important service window connecting society and bank industry.Accompanied by the steady growth of the overall economic situation in Dalian,there is also a growing demand for financial products in this area,whether the number or the type.This phenomenon promotes all financial institutions to accelerate the establishment of new branches in Dalian,in order to expand the network layouts and complete the network advantages.China Merchants Bank Dalian branch has certain advantages in Dalian banking industry,to maintain ahead of all competitive financial institutions,at present,Merchants Bank Dalian has a demand to establish new branch in Dalian.In this paper,through theories of marketing demand analysis,investment opportunity recognition and evaluation,analysis the marketing demand of this project,after identifying and evaluating the investment opportunities,then draw a conclusion.Firstly,Analysis the market environment of banking and non-banking financial institution respectively.Moreover,explain the principle of changes in supplying and demanding chains,predict the market prospect.Further subdivision of financial market,make a division principle to direct at personal and corporate customer.Secondly,by summarizing the characteristics of China Merchants Bank's internal resources,then make an analysis of internal and external environment factors that influenced China Merchants Bank by using SWOT analysis tool,to identify the project investment opportunities.Finally,forecasting the yield of the project and making a financial analysis of the two options,considering project scoring model,determine the optimal investment opportunities of the project.Through the study of this paper,clarity China Merchants Bank establishes new bank branch project in Dalian is a favorable investment opportunity.Establish new branch can both increase income and band benefits of China Merchants Bank.Besides,the research method of the whole project can provide a set of standardized plan for establishing new branch of financial institutions.