The Research On The Development And Improvement Strategy Of E Bank’s Retail Bussiness

Due to the increasingly fierce competition among commercial banks since1990s,great deals of commercial banks all over the world start to turn their focus on retailbanking. Compared to wholesale banking, retail banking can effectively disperse riskand increase profits. Now, retail banking contributes almost50%profits ininternational commercial banks, which make retail banking as the most importantsegment. In China, commercial banks are undergoing dramatic changes with the rapiddevelopment of economy and the financial reform. Moreover, the rising uncertaintyand competition, along with the wealth and diversified financial demands, as well asthe rapid development of SME and information technology offer a great opportunityfor the development of retail banking.As one of the commercial banks that develop retail banking early, E bank has gotgreat improvement on the retail banking in these years, like various products,increasing revenues and profits. Nevertheless, the entire performance seems not sogood, including poor income ratio and customer management, serious homogenouscompetition, unreasonable organization structure, business process and channelconstruction, which are far less than the counterparts outside. These disadvantagesbecome the main obstacles in the development of E bank’s retail banking.This thesis discussed the development of E bank’s new retail banking, andanalyzed the main problems in present products, customer relationship managementand network construction. By analyzing the latest products of retail business andbusiness development trend of international commercial banks, this thesissummarized the characteristics of client-center, business-Middle, product integration,and service computerization, customer management refinement, and introduced somepopular retail banking products in America.In addition, this thesis did a lot of research on the retail banking of ChinaMerchants Bank. Its success came from customer-focused business philosophy,accurate market orientation and market segmentation and personalized service and branded financial products.Based on the theory of domestic and international marketing research marketingtheory, especially commercial banks and combined with the E bank, this researchemphasized the private mid-class product strategy, channel strategy and customerrelationship management strategy and proposed a new retail business system whichfocused on mid–class customer including optimized organization and businessprocess, and professional retail business team. Finally, the thesis analyzed how todevelop VIP business by the theory of interactive, direct-marketing and value-addedservices...