Sales Strategic Research For QDⅡ Business Of Chengdu Branch Citibank

This paper is mainly carried out QDII sales strategic research of Chengdu Branch Citibank and analyzes its internal and external market environment of QDII business. Citibank is a famous bank over 199 years in the world. And it has developed its business in China above 100 years and makes a firm pledge to support Chinese people's wealth management. With Chengdu area's economic development and bank competition of the city getting tough, Chengdu Branch Citibank's business operation was bitterly hit by its overly self-confidence. In particular, it had poor profit after 2008 financial crisis due to dissatisfied localization operation and less quantity of bank outlets etc.First part of this paper carries out plenty of investigation analysis before solving enterprise problem for the competitive status of the banking. Then, according to current situation Chengdu Branch Citibank is facing, this paper analyzes its strength, weakness, opportunities and threats. For example, Chengdu Branch Citibank has following strengths: excellent wealth management team, risk control based on asset allocation, etc. At same time, its fewer bank outlets than other banks, high employee turn over ratio are Chengdu Branch Citibank's weakness.The last part of this paper puts forward a proposal of sales strategy of Chengdu Branch Citibank according to above analysis, such as using opportunity, avoiding risks, developing itself in the advantage on industry, changing unfavorable condition into favorable condition, etc. The paper advises a series of strategies of Chengdu Branch Citibank's QDII business development and offers a good reference --- for financial market support, for local people's asset management and even for Citibank QDII business development in China.