China Minsheng Banking Retail Business Positioning And Development Strategy Research

China banking corporations has been facing unprecedented opportunities and challenges since China finance market was open to foreign capital in 2006. On one hand, China expedites its process to industrialization, market-orientation, and globalization. Demand for finance is expanding while economic structure is changing and the society is developing. On the other hand,finance globalization keeps stepping up. Finance markets in different countries have more and more interaction and competition. Capital flow among countries increases. As a result, there is more uncertainty. China Minsheng Banking Corporation (CMBC), as an enterprising young banking corporation, how should it set up its own strategy, and win the competition with foreign banks is a serious question.With the opening of RMB banking services, the competition between foreign banks and domestic banks are becoming more and more fierce in retail sector. The retail banking department of Merchant Banking is facing the pressure from competition and the urgency of broaden banking knowledge. Therefore, this dissertation compares the current situation and development tendency of retail banking between domestic and foreign banks, analyzes the possibility and necessity of domestic banks to develop retail banking business. Take the Bank of America for an example. Through the development of the U.S. retail banking analysis drawn, retail business indispensable and important success factors of Bank of America are the reference and assistance for China’s commercial banks. Domestic focus from product strategy, pricing strategy, channel strategy, marketing strategies, etc. to explain China Merchants Bank retail banking marketing strategies and marketing strategy in the implementation process of some of the unique. On the basis of a thorough understanding of China Minsheng Banking Corp.Ltd., by employing the SWOT measures to analyze the strength and weakness of CMBC, and the opportunity and threat of CMBC is confronting, giving the viewpoints of how to develop the retail banking business of CMBC,the dissertation reaches the conclusion that CMBC has the potential to become the leading retail bank of China.Innovation of this dissertation is the author combined the work practice with the specific conditions of the Minsheng Bank. Through the collection of large amounts of data, analysis of a large number of case studies, and strive to papers on the Minsheng Bank and similar retail banking business development practical significance.