Bank Of Shanghai Tianjin Branch Retail Business Services Strategy Research

Among the profit pool of the commercial banks,the contributing rate of retail banking is going higher and higher,and it is an important mark in the development of modern international financial system.Compared with capital market including securities and cooperate banking,retail banking is characterized with more stable income with more potentiality,and retail banking contributes nearly 50% of the total income of banking industry.Among the global 1000 top banks released by The Banker in U.K.,many of them with soaring advantages mainly rely on retail banking to increase their income and profits.Hence,striving to develop retail banking has become a trend among international banking industry.Now China's economic reform is changing for abyssal stage and its economy enters into the New Normal in which the economy is featured with “high-medium-speed increase instead of high-speed increase”,“continuously-optimized-and-upgraded economic structure” and “innovation-driven instead of element-driven and investment-driven”.This makes the financial enterprises feel the doubled pressure.After Chinese capital market opens the door to domestic non-governmental capital and foreign capital,the private banking industry is emerging together with many foreign capitals pouring in which impacts a lot to the former financial enterprises' system and intensifies the competition in financial enterprises.In the research and analysis of this paper by combining the theory and practice,and considering the market characters and environment in retail banking of Tianjin Branch of Bank of Shanghai,the author suggests Tianjin Branch of Bank of Shanghai design questionnaires for its employees and customers,analyze and improve according to the service profit chain theory and the 7PS theory the problems in its employees' and customers' satisfaction and loyalty.The increase of employees' loyalty and satisfaction will lead to its customers' increase in loyalty and satisfaction,bank's increase in market share and profit.If most customers aren't satisfied with the bank's service,it's necessary and meaningful for the bank to increase product variety,employees' quality and service quality,hence to improve its core competency and carry out the retail banking transition.The author wishes the research achievement of this paper shall help Tianjin Branch of Bank of Shanghai understand its market positioning and improve its quality of products and service,thus improve its competency and share in the financial market in Tianjin for a fast development speed.