A Study On The Competitive Strategy Of Retail Business In Xiamen Branch Of China Minsheng Banking Corp.,Ltd.

With the constant and rapid development of Chinese economy, the banking industry in China develops rapidly and becomes more and more complex. The evolution of Chinese banking industry has been reflected in the retailing banking market, and will make impact on the industry's innovation and development in the future. The study objective of this thesis is the Xiamen Branch of China Minsheng Banking Corp.,Ltd., which was established in 2006 and has drawn much attention from the industry in Xiamen. By analyzing the development strategy of its retailing business, the author finds out the problems existing in its rapid development and makes suggestion in terms of the competitive strategy of retailing business. This thesis presents that, as a small-to-medium size listed bank and a new entrant to Xiamen market, Minsheng Bank should consider changing strategy in its retailing business after its 1.5 years' rapid development. The author suggests the bank to take collective difference development strategy, look for breakthrough in development in terms of its product, marketing, organizational structure and channel, promote the marketing of characteristic products from a primary level to a systematic strategy framework with the planned deployment of resource mobilization, marketing and resource support, and thereby establish a competitive strategy to promote the market share and achieve rapid growth of business. The results of this study has great value of reference not only for the retailing business development of Minsheng Bank Xiamen Branch, but also for the small-to-medium size banks and the listed commercial banks in China.