Yangzhou Branch Of Citic Bank Retail Banking Business Development Studies

Retail banking business means comprehensive and integrated financial services that commercial banks provide for individuals, families,small and medium-sized enterprises, including deposit and loan, settlement, remittances and investment banking business. Facing the global economic and financial integration trend and vast opportunities retail banking contains, China’s commercial banks are adjusting their business development strategy and developing the retail banking business to a strategic height. The retail banking business will become the most important competitive field in the domestic and international banking.As a joint-venture commercial banks, Zhongxin Bank have initiated the development strategy of head office retail banking since2005, adhered to the path of development in the high-end customers business, and focused on "solid foundation, improve the system, enrich product features, enhance the VIP customers ".the retail business has achieved rapid development. Over time, high-end retail customers market faces increasingly competition. Facing competitive vigor of the restructuring of state-owned commercial banks and the joining of new commercial banks, Yangzhou branch of CITIC Bank’s retail business faces tough challenges. To promote the health and sustainable development of CITIC Bank retail banking business in Yangzhou, it’s necessary to study the development situation of Yangzhou Branch of CITIC Bank’s retail banking business, analyze the problems and causes of them, and suggest speeding up the development of its retail banking business.This thesis is divided into six chapters. The first chapter introduces the background and significance of thesis research, related literature review, research methods and the basic structure. Chapter Ⅱ introduces the basic situation of Yangzhou, China CITIC Bank branch.development status and the mains problems about retail banking business, namely:the declinning of retail business market share, the low proportion of the retail intermediary business, low coverage of retail customers, the upgrading of medium and high-end customers and development lags behind. In chapter Ⅲ, according to the development of retail banking of Yangzhou. China CIT1C Bank branches.we analyze the causes of problems, including competition with industry,business structure irrational; lack of retail product innovation, brand general; customer relationship management in place, service advantage not prominent.Chapter Ⅳ analysis of the development strategy of foreign banks in China mainly engaged in retail banking, and promots a good reference for Yangzhou, China CITIC Bank branches. Chapter V,in the basis of analyzing problems and causes, and drawing the advanced experience of foreign banks,we give solutions of speeding up the retail banking business of Yangzhou, China CITIC Bank branches, namely:strengthening customer-centric business philosophy, actively expanding the retail business, strengthening the building of electronic channels, increasing product innovation, enhancing brand influence; perfecting marketing service system, improving service quality; raising the competitiveness of the retail banking business. Chapter VI is the paper’s conclusions.