Research On Development Strategy Of Personal Credit In CMB SZ Branch

Bank Industry in China is now facing a critical time as the country is under the economy transition period. With the launch of12th five-year plan, the focus on the economy growth will be encouraging the consumption, upgrading the industry and urbanization. And it is closely related to the main business of personal credit service:personal consumer loan, personal operating loan&housing loan. Under such circumstance, personal credit service will be under high-developing period. Thus, main banks in China start to adjust its strategy with more focus&emphasize on personal credit service which is considered to have lower cost.With the Shenzhen branch of China Merchants Bank as the study object, this article summar ized business performance, market segmentation, organization, marketing strategy&risk manag ement for Shenzhen branch’s personal credit service. A thorough analysis is done on the unclear market positioning, simple product category, lack of innovation, unprofessional team set-up, low risk management&poor performance assessment. With study on the successful business model&experience of domestic&overseas banks, a development strategy on personal credit service is deduced here with comprehensive study of Shenzhen branch’s business model.The problems of personal credit service Shenzhen branch tackled actually represent the diffi culties all branches of China Merchants Bank, even applied to all domestic banks. To make sure t he personal credit service is under right development path, a corrected strategy is concluded in th is article and it is also applied to the whole banking system under CMB.