The Research On Marketing Strategy Of The China Merchants Bank Changsha Branch’s Retail Business

With the rapid economic growth of China, personal wealth accumulation,coupled with the development of science and technology, these conditions providea broad space for the retail business of commercial banks. The competition fromforeign banks, the emergence of private banks and Internet finance, capital adequacyconstraints, the interest rate liberalization, capital market development and otherfactors are restricting our commercial banks transition to retail banking. ChinaMerchants Bank, represented as domestic commercial banks, has realized theimportance of the retail business.Because the lack of strategic guidance to developretail business, as well as the homogenization of competition in the industry, the levelof development is not high.Taking China Merchants Bank Changsha branch as research object, throughliterature study and master the history of the development of domestic and foreignretail banking, through the analysis of PEST model and the five force model toanalysis macro and micro environment from full range.Facing the retail business ofcommercial banks in China, the paper uses SWOT analysis method to understand thestatus of China Merchants Bank, design marketing strategy and develop the retailbusiness of Changsha branch, put forward the target concentration, and marketpenetration characteristics and advantages of a comprehensive strategy suggestedthree strategic portfolio. Finally, the implementation of security systems and strategicconsiderations promote the smooth implementation of its development strategy.The conclusion is the development process and trend of the system, acomprehensive discussion of the retail business, the commercial bank industry isfacing advantages, disadvantages, opportunities, threats, combined with ChinaMerchants Bank’s corporate strategy, gathered for characteristics and advantages ofthe strategic portfolio and market penetration, able to pull the same trick governor ofcompetitive gap and maintain position in the industry to provide a useful reference.From both theoretical and practical point of view, this study is feasible, withoperational guidance for the development of retail banking business of ChinaMerchants bank.