| With the further opening of China’s financial market, competition among banks hasbecome increasingly fierce, the state-owned banks to rely on its strong capital controls andmedium-sized business enterprises, foreign banks control the high-end personal users,small and medium banks were living space further compression.Retail as a highly profitable and has good prospects for development of business inforeign banks has become the focus of competition for quality customers. Residents of therapid growth in personal disposable assets, the residents are constantly enhancing financialsense for diverse financial needs of individuals, so that a wide range of personal financialassets and gradually form a pattern, the local demand for personal finance is alsoincreasing by this seems retail banking has broad prospects, along with the growingcompetition in the market. With the gradual deepening of the country’s financial system,the steady progress market-based interest rates, the innovation of Internet banking and thefinancial disintermediation trend, the competition in retail banking is becoming more andmore heated. Development of commercial retail banking, in line with JN regional financialdevelopment is conducive to the development of high-end customers JN banks andimproving revenue structure, help to provide more levels of financial consumers a fullrange of investment tools also help to improve the overall competitiveness of commercialbanks to ensure that banks healthy, orderly and standardized development.In this paper, JN bank for the study, according to its own characteristics, combined withthe surrounding environment, to develop a strategy suited to their retail business development.Retail business is mainly oriented individuals, this article will analyze the full JN region onthe basis of personal financial situation, according to the4Ps theory and the SWOT theory,JN bank develop the strategy of special products and decide methods from the aspects ofproduct marketing, price marketing, channel marketing, promotion marketing. Through theanalysis and research of this paper will be to develop a set of practical JN retail bankingbusiness development strategy to provide reference for the management of JN banks. |
