Research Of BOC QLSL Subbranch Of The Retail Banking Business Of Differentiated Marketing Strategy

The commercial banks in China have taken glory accomplishments after the reform and opening, especially after the great revolution of IPO. However, The living environment for the commercial banks in China is currently changing. As for the macroeconomic environment:the growth rate is slowing down, the structure is reorgnized, the price is more determined by the open market,and the financial intermedia is less necessary. As for the politic and regulatory environment:The current standardized regulatory system is based on the Class A capital, dominated by the central bank, designed in a framework of imprudent supervisiton, and involving shareholders’benefits. As for the aggregate demand:demand of traditional financing is shrinking, while demand of personal financing is expanding. The retail banking business give commercial banks a great chance to transformation. However, the Homogeneity of retail banking products and services bring about a fierce competition in this newborn market.This artical try to make a market positioning for the Bank of China QLSL Subbranch, based on analysing the market segmentaion and researching target consumers of retail banking services of QLSL Subbranch. We conclude that, QLSL Subbranch should take advantage of its cross-border financial products, value-added service platform, excellent customer service personnel, convenient electronic banking channels,and great brand of community banking, and achieve a win-win benefit from this diversifitation developing strategy.