Strategy Research On Developing Private Banking For CITIC Bank Nanjing Branch

With the rapid growth of wealth of the domestic residents and the inevitability of the bank’s strategic transformation, China’s commercial banks can no longer rely on traditional deposit and loan business as a pillar of the source of profits. It is to study the subject for Nanjing branch of China CITIC Bank,which is to How to develop new market share in the fierce competition, attract more customers and improve the loyalty of customers. The development of private banking business should play an important role in the pillar source of profit in the future.The international leading European banks have a mature operating system and rich management experience about private banking business, which is an important pillar of business. But our private banking business of commercial bank starts late. There is an obvious gap between business ability, service level, brand awareness, compared to foreign banks. Therefore searching for suitable models and strategies for our own development is urgent need to solve the problem for Nanjing branch of China CITIC Bank. Through research and analysis, clarify the difference between private banks and personal services, VIP services, financial services; secondly, through the analysis of the development experience of foreign private banks, combined with the specific market environment, the development of domestic private banks in recent years, some commercial banks practice, try to explore the strategy of development suited to the domestic market environment. Finally, in the case of Nanjing branch of CITIC Bank, through the PEST analysis, Potter five forces analysis, SWOT analysis and combined with the specific circumstances, try to explore the suited development strategy of Nanjing branch of China CITIC Bank about private banking problems. In the course of the study, the paper use the theory of management, finance, organizational behavior,including literature research, comparative analysis method, and the method of the qualitative analysis and the quantitative analysis to study the existing problems.