Retail Business Development Strategy Research Of China CITIC Bank NanChang Branch

Since the reform and opening up, China's financial system continue to further reform, especially since the accession to the World Trade Organization, state-owned commercial banks dominate the world situation is gradually break down, the rapid rise of small and medium sized joint-stock banks, which is China's economic development has played an important impetus effect. In this development environment, the banking industry was an unprecedented development opportunity. The market potential of retail banking is also increasingly apparent, and now has become the retail commercial banking business development a top priority, will also become the hot competition in commercial banking. At present, Jiangxi Province is currently nearly 20 commercial banks, including ICBC, Agricultural Bank of China, BOC, CCB four major state-owned banks, Bank of Communications, China Everbright Bank, Shanghai Pudong Development Bank, China Merchants Bank, Minsheng Bank, Industrial Bank, China CITIC Bank Seven small joint-stock banks, Nanchang Bank, Bank of Jiujiang, Ganzhou Bank, Shangrao banks, rural commercial banks Nanchang five local commercial banks, postal savings banks, Standard Chartered Bank, a foreign bank, Huaxia Bank will also be stationed. Competition in the retail banking business has been heating up. Nanchang Branch of CITIC Bank, after the market competition as entrants in the new situation, Nanchang, China CITIC Bank branch to dominate the competition, how to fight the core business of retail business, is placed in Nanchang, China CITIC Bank branch in front of a important issue, but also the focus of this paper. Based on the retail banking business external environment and internal conditions of the analysis, based on modern management and marketing theory to develop a corresponding strategy, Nanchang Branch of CITIC Bank provides retail and business development ideas. By introducing the overview of the development branch in Nanchang, the use of Porter's five forces model and SWOT analysis, Nanchang Branch of CITIC Bank's retail business in which the external competitive environment and competitors compare advantages and disadvantages of the current situation. According to the analysis, market segmentation and market positioning and business development strategy and proposed security measures, hoping to give the rapid development of retail banking to provide reference.