Case Study On The Development Strategy Of Retail Banking For China Merchants Bank

With the rapid development of mobile internet, the interest rate market, internetbanking and financial disintermediation and other macroeconomic factors, theexisting pattern of the domestic banking sector are rapidly changing. From the experienceof the development of foreign banks, with the application of new technologies, retailbanking is playing an increasingly important role as an important part of commercialbanks, and an important source of profitability.Based on the review of retail banking development theory and the developmentprocess of domestic and international retail banking, a summary of the status of thedifferent characteristics of retail banking at different stages of social development, and thedevelopment of key business processes, thesis analysis and sum up the regular pattern ofthe retail banking comprehensively and systematically in the development of domestic andinternational market. In reviewing the development process of China Merchants Bank, theretail banking development characteristics, basic service content and way of services,thesis analysis retail banking Strength, Weakness，Opportunity and Threat with SWOTmodel in the current market conditions. Sort out the development model and thecharacteristics of domestic and foreign commercial banks in retail banking, and theinnovation of other companies by internet in interest rate market, thesis sum uppositioning and the development strategy of the retail banking of China Merchants Bank.With the analysis above, thesis suggest that China Merchants Bank retail bankingshould take an expansion strategy through a diversified customer classification customermanagement strategy, absorb the strengthening and the advantages of community banksand direct banks, enhance and strengthen communication with customers throughinnovative services to improve service delivery channels and convenient services, improvethe social image and customer orientation in terms of service reputation, adapt to newmarket conditions with customer-centric, move forward to an integrated financial servicesgroup based on "The best Retail Banking "in customers, cost, convenience andcommunication.