The Research On The Private Banking Business Development Strategy Of China Merchants Bank

During the past30years of reform and opening-up, China has made remarkableachievements in Economic field. With the increase in wealth and the rising of people’sliving standards, the financial concept of Chinese people is changing. In order to meetthe change， private-banking business quickly spread in domestic commercial banks,becoming a business model favored by high-income and high-net-worth clients.Since2007，China Merchants Bank has developed private-banking businessamong21large and medium-sized cities in China In succession. After5years’development, China Merchants Bank has achieved good results in this area. Author,who has many years of working experience in China Merchants Bank, is very familiarwith business models and corporate cultures. He analyzed the development strategiesof China Merchants Bank’s private-banking business according to analytical tools andmethods studied in MBA as well as real private-banking business situation in ChinaMerchants Bank.Firstly, This paper analyzes the present situation China Merchants BankPrivate-banking business. Meanwhile, from the three aspects of macro environment,industry situation and company situation, this paper deeply discusses the ChinaMerchants Bank private-banking business by using "PEST analysis","Five ForcesAnalysis","SWOT analysis", and puts forward the strategic goal to create theprivate-banking brand with international influence, through creating customer valuedifferentiation localization strategy to fully reflect the delicate business philosophy ofChina Merchants Bank Private-banking, Finally, this paper suggests providingguarantee from the organization reform, system construction, IT supports severalaspects and implementation in brand management and differentiated service threeorganization levels to ensure the rapid achievement of strategic objectives.