| Through a full range of services, a bank provides Bank Retailing service for the society, in this article, when we refer the phase Bank Retailing Service, we mean sorts of small scale financial services provided by a commercial bank for the individuals, households, small entrepreneur and so on. The concept covers a wide scope and varies a lot, i.e. personal deposit, personal loan, personal exchange, personal accounting, paying salary ,manage money matter or run a fund as agent, served as financial consultant, credit cards, you name it, nearly all kinds of services which is related to everyday life. Now days, emphasis has been put on the retailing and for some international bank, retailing has become their major business step by step, so does the domain banks. It's very possible that alongside the progress of the society, the development of economy, the Bank retailing would be the focus in the bank competing. Compared with general business, the bank retailing service has vivid characters, such as: Diversity. The potential customer the fund and risk are all diverted. Variety. This financial service varies a lot, so does the organization who provides them and the why they serve. Extensity. Not only the clients are extensive, but also the demanding for the service and the market they formed. Profit. With proper allocation of risk and developed skills, the cost of bank retailing is falling and it becomes more profitable than it had been. Complicacy. The bank retailing service is becoming more and more complicated with other bank wholesaling and retailing services. The bank retailing service has become commercial bank's major source of income. In many banks outside China, this kind of income has occupied more than half of their total income, so does in China, the share contributed by the bank retailing service has become larger and larger. The bank retailing service is becoming more customized, so does its management idea, the management principle and tactic is changed, from competence in price to competence in high-qualified services. Proper allocation and customized services represent the tendency that services is the main factor in today's business. Now the bank credit card has become the primary payment method in everyday life, it's convenient, quick and flexible. Synthesized depositing, loaning, account transferring and summarizing into one, not only can the bank provide synthesized services, but also benefit the resources allocation by the bank and improve their synthesized competence ability. The internet bank will be the major model of banking retailing services. It's booming in Western world now days. Internet banks are developing in China now days and services through internet is boosting too. It is supposed that through the fierce competition, the Internet bank would be an important role in providing services. The bank's branching out is slowing and the branch's function is optimizing. Alongside new techniques applied the functions of the new services have been increasing. In the course, many banks have reduced the non-profitable branches for the reason of cost. Banking intermediaries have become the part and parcel of the bankretailing. In recent years the banking intermediaries have accelerated obviously and are the major sources of all the banking profits. Though recent years in China the bank retailing services in China have been improved a lot, there's many problems left, for example, the marketing notion and the incentives needs improving, the market of personal financial has been divided artificially, few products were provided and fewer could be called high-tech services, the innovation is simple simulation and low-leveled. The profit of bank retailing is only a small sum compared with the total revenue. The bank card holder is only a small fraction of the population, and most of them are Debit Card holders, and the related environment needs to be improved. Let's have a careful study of Weihai CITIC, not only has all the characters listed in common, but has some specialization. In all the quotas such as person savings, consuming loans, credit cards, the weight of Weihai CITIC's recordings is less. And it had been bogged down while domestic bank retailing service developed enormously in recent years. How to break through this standstill and move forward, here I will discuss this question by using SWOT matrix to analyze Weihai CITIC and give it a niche. The advantage of it is that it has a very good foundation. Compared with local bank such as Rural Corporative and City Corporative, it has a broader scope of business and more products, and especially the strong support from the Head Office and the provincial office. Compared with the four state-owned commercial bank, as a medium-sized or small-sized bank, Weihai CITIC has the advantage of agile and is easy to transform. The disadvantages are accompanied with the advantages. Another goodchance for Weihai CITIC is that the aggregate amount of the bank retailing services needed in Weihai is large, and the individual income are increasing gradually while the resident's investing consciousness are increasing. The disadvantages are that the competences in bank retailing are crueler; the four state-owed commercial banks preponderate over their rival in their enormous communicational fund clearing system, in promoting their new products timely. And other joint-equity commercial bank of course are doing their best to have their own living space; And foreign-owned banks, are eager to enter the enormous Chinese bank retailing market, relying on their matured techniques, personalized products and the high-qualified service, they would give our national bank retailing system omni-dimensional impacts. After analyzing, we are fully convinced that Weihai CITIC should give priority to the low and medium end market, at the same time take account of the high-end market. The intermediary products should rely mainly on banking cards; for liability business, we should rely mainly on 中信理财宝to promote the deposits; And the asset business should give first place to consuming loans. Challenge the postal saving and Rural corporative who hold larges shares in deposit markets, and the four state-owned commercial banks in the three aspects referred, aiming that in two years, all the shares he hold now, either in intermediary, liability business or in asset business, our shares should improve 10% to 30%, in five years, 40% to 50%. So, more need to be done in human resources, financial resources and material resources. In human resources, we need to intensify the employees'training in bank retailing products and knowledge, let more office manageremerge from them, and improve their professional qualification by a big margin. In financial resources, the employees and branches who have made outstanding contributions should be bounteously awarded; in material resources, we need to make full use of the chance that the head office is paying attention to the bank retailing services and canvass the head office and the provincial branch for more funds, and invest more in the infrastructure, such as ATM, 24-hour banks etc. In short, if we pay attention to it and put scientific theory into practice, a revolutionary in Weihai CITIC's bank retailing is possible. |
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