The Retail Business Development Strategy Study Of The Postal Savings Bank Of China, Ltd Shenzhen Branch

In 2008 a full-blown financial crisis makes American Goldman Sachs, Merrill Lynch, such banks, Citibank, Wells Fargo Bank and bank losses, Washington Mutual was on the verge of bankruptcy and is bought. In order to cope with the global financial crisis by the Chinese government, launched a large-scale economic stimulus plan. Be threatened by growing crises in the background, in order to adapt to the needs of market competition in banking industry, put forward to optimize Shenzhen branch of personal business development strategy, change the traditional marketing idea, rely on to accelerate the marketing system construction of development mode for the newly established, the Postal Savings Bank of China Shenzhen branch has the very strong practical significance and great practical value.The Postal Savings Bank of China Shenzhen branch study. A brief overview of retail banking business, review of environmental analysis model, using PEST model to analyze the macro environment, industry environment analysis using Six Force interaction model, internal environment analysis using SWOT analysis model, and some marketing theory.Using the related theory analysis of Shenzhen branch of the retail business environment analysis, evaluation of its faces macroscopical environment and development situation, analysis of the Shenzhen branch of personal business, internal and external environment, competitors......Through the analysis of end found, along with the international economy drives the development of banking business, Shenzhen international trade growth, the economic situation will be better, the Shenzhen financial market will get developing further opportunities. Postal savings Shenzhen branch oneself advantage lies in its accumulated over the years the brand, network, channel, customer capital, and other aspects of the advantages of. Found to be improved problem:the customer structure unreasonable; internal control, risk prevention system to establish and improve the network, electronic trading channels; improvement; marketing system is not perfect, professional marketing staff to enhance. Aimed at the problem of discovery, favorable to the Shenzhen branch of the retail business development optimization strategy:establish customer-centric strategy; control of cost and risk cost; to strengthen the construction of network and electronic channels; improve the marketing team building. And proposes the development strategy process should be prepared to focus on the implementation and the specific measures to promote Shenzhen branch, improve competitiveness and profitability. This research is mainly focus on the future three years Shenzhen branch development, put forward the optimization strategy for the District of Shenzhen, in a similar environment bank has reference function, especially for the various branches with popularization has the important theory significance.